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.

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