How to 360° campaign: brand development and digital customer acquisition at its best
At the beginning of the collaboration, the Liechtensteinische Landesbank and the investment app wiLLBe were not well known in Germany or the relevant target group. On the one hand, it was important to build the brand and to build a trust with the target group in the sensitive financial topic that required explanation so that they would invest. In addition, the German investment market is highly competitive.
To increase brand awareness, we have increasingly relied on various branding peaks, which were accompanied by background noise for performance. For branding, we relied on a very broad mix of channels and used dynamic ads (a total of over 250 different ads) in the background noise so that users were always addressed with content relevant to them.
In order to set a particular peak, daily money, for example, DOOH, print and platforms such as DAZN (Bundesliga) were switched on at launch days in order to quickly establish a high reach. Based on the results, continuous optimization was carried out and the CPA (investment) was optimized.
Within just a few months, five-digit customers were acquired as part of the collaboration. WillBe's brand recognition was also expanded to 30% in the general public (supported). *
In addition, the campaign received various awards such as “Campaign with the Biggest Impact of the Year” from the renowned German Brand Award.
* F600: Kennen Sie das digitale Vermögensverwaltungsprodukt wiLLBe? | n=861 Lichtensteinische Landesbank | Brandtracking 2023 | 12631 | November 2023
