Challenge and Insights

NatWest wanted to sell loans to its existing customers only. So they have asked us to help find their customers ‘in the wild’, to sell them – and only them – loans.

We asked Facebook to partner with us, to create a single digital targeting and measurement platform for NatWest customers.

Having multiple first party data sources, we were challenged by the bank to connect all data sources to learn and understand more about the customer.

Strategy

We wanted to not only increase our ability to reach audiences efficiently, but to drive key actions, across all platforms, whilst directly attributing activity correctly. We used a DMP, Adobe Audience Manager, to combine multiple sources of 1st party customer data in one place and target customers efficiently.

Using the new single customer view forms the basis for our digital media buying for the bank. It enables us to use new tools such as Display In-App and attribute performance accurately back to the business.

Implementation

We connected the DMP –Adobe Audience Manager to Facebook.

We then linked Adobe to PEGA, the RBS AI decision-making platform. This allowed us to isolate people with a strong relationship with NatWest and link PEGA to our media buying, to target customers who’d most likely take out a Loan.

Using the bank’s own data, we mapped customers against individual life stages, identifying the type of Loan that an individual would be interested in taking out. We then introduced dynamic personalised creatives focused on individual life moments.

Using Facebook Attribution, it enabled us to track all performance metrics across all digital channels, platforms and devices.

Results

This drove vast improvements in campaign performance across the board. We have delivered 30% more reach (YoY) and saw a 47% increase in sales. Personalised targeting based on life moment stages resulted in an improved CTR by 18%.

The use of Facebook Attribution transformed our understanding of campaign targeting and performance, allowing us to deliver 17% incremental sales through in-app Display

Attribute Display sales correctly across device: this delivered an additional 38% of sales on a different device to the one which the ad was initially delivered on

+47%

Loans Sales (YoY)

+30%

Campaign Reach (YoY)

+18%

Click-through Rate (YoY)