Using brand response to launch a new product and maximise acquisition
Goal
To soft launch the new AmEx Nectar Credit Card whilst gaining online applications within CPA targets
Solution
TBG London ran a series of campaigns aimed at communicating with customers at different points in the decision making process. The aim of the campaign was to move people from brand awareness to response over a period of only 6 weeks. Brand response ads were created to raise awareness of the new card and drive registrations. Demographic profiling allowed effective media planning and subsequent targeting to those more likely to convert. Placements included:
- Run of network Portal activity to raise awareness of the new card
- Money Portal activity to attract users who compare cards before applying
- Targeted Exit Traffic placements
- Shopping comparison sites to target keen internet shoppers
- Email broadcasts to maximise reach via email partners whose users matched the target demographic
Results
In the first month, the campaign generated 3,000 applications at 80% under target cost per card.
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