Brand Consideration Campaign
Overview:
Role: Client Leadership Executive
Client: Financial Services
KPI: Consideration
Channels: AV, Social and OOH
Target Audience: A dual audience of older Gen Z and Millennial families
Challenge: Maintain our #1 brand consideration position among older Gen Z and Millennials while increasing confidence in using complex financial tools among younger users.
Strategy Process: An Audience-Driven Creative Rationale
Our strategy was rooted in research on emerging Gen Z/Millennial purchasing trends to create highly relevant and unconventional visuals.
The outlandish creatives were strategically designed with catchy hooks and out-there visuals to cut through the noise and drive curiosity, creating the consumer confidence needed to use complex financial products.
Campaign Performance:
Social Creatives Success:
Achieved an average 37% reduction in CPM on key social assets.
Increased VCR by 49%, demonstrating that the creatives successfully captured and held the attention of the target audience.
AV Creatives Success:
The AV channels exceeded impressions by a 10% average and boosted overall reach by 5%, ensuring the campaign's bold message was unavoidable across the target demographics.
Key Learnings: The success of the bold social visuals proved the need for higher interactivity and creator-led execution to maximise engagement further.
The Creator-First Vision:
To push the boundaries of engagement, the next phase must introduce interactive formats (e.g., in-app polls, CTA stickers, user-driven #Challenges) to deepen audience connection.
Furthermore, we must move beyond trend-spotting into active TikTok creator collaborations. This would utilise creators to translate the unconventional visuals into native, relatable content, driving genuine engagement and further cementing our #1 brand consideration spot.