Credit for those who want it

Santander Brazil

Advertiser

Experian Marketing Services

Marketing Partner

Success Story

Brazil’s third largest private bank was able to directly reach customers who were interested in its pre-approved credit product, thanks to more accurate segmentation of managed Custom Audiences with

7x

return on ad investment compared to the average return of recent campaigns

81%

reach among the campaign’s target audience

52%

increase in qualified leads compared to campaigns redirecting people to the website


Their Story

All around Brazil

The Santander group is the third largest private bank in Brazil, with 32 million customers and 3,000 service locations.

Their Goal

More conversions

Santander wanted to increase the number of people signing up for its pre-approved credit. The bank wanted to ease the frustration of customers receiving ads but who didn’t have the right credit profile.

Our main challenge is to provide a pre-evaluated audience with business services in a digital environment, without wasting media and while also expanding our reach. These fundamental factors are essential in avoiding a strained relationship with the customer, and in improving our final acquisition cost.

-Gabriele Canettieri, Banco Santander Superintendent of Advertising and Digital Marketing


Their Solution

Focus on the right audience

Santander needed to focus its campaign on people with a higher likelihood of wanting pre-approved credit. To do this, the bank ran an exclusive Facebook campaign using managed Custom Audiences by Experian Marketing Services.

 

Using this new audience segmenting feature, Santander could find its customers on Facebook and only target ads to those who were potentially interested in pre-approved credit. Managed Custom Audiences allow brands to reach the exact people who will benefit from their products and services, while streamlining campaigns so as not to wasting ad spend.The bank was able to avoid showing its ads to people who were unable to apply for credit, thereby increasing customer satisfaction.

 

The bank used the lead ad format to allow people who were interested in credit to quickly and easily fill out a contact form, improving the campaign’s results even more. The campaign’s ad creative used business-themed images like a person writing on a piece of paper or using a calculator, with the simple design reinforced by the company’s official red and white colors.


Their Success

More leads at a lower cost

 By using managed Custom Audiences with Experian and lead ads to reach the right people, Santander was able to achieve the following during its January 2016 campaign:

  • 7X higher return on ad spend compared to the average return for recent campaigns
  • 81% reach among the campaign’s target audience
  • 52% increase in qualified leads compared to campaigns redirecting people to the website