Maximizing Impression Quality to Drive Brand and Business Growth
Background
In the realm of video campaigns, the expansive array of channels, platforms, and screens presents both an opportunity and a challenge. While this diverse landscape enables meaningful connections with audiences, it also poses a formidable riddle for marketers: How can brands maintain their identity and impact across this multifaceted array of mediums? This dilemma confronted a prominent Canadian bank as they sought to narrate their journey of digital transformation. Amidst stiff competition from fintech and entrenched incumbents, they aimed to reshape their narrative in a dynamic digital era.
Opportunity
The challenge was twofold: articulating the bank’s digital transformation, and doing so in a manner that resonated across the diverse screen and media landscape.
Amidst these complexities, the bank recognized the need to adapt their media approach and innovate with their storytelling to ensure the multitudes of contexts were considered when deploying their creative messaging.
Approach
The bank’s approach to this daunting task was comprehensive and strategic, partnering with Brainsights to transform their digital transformation campaigns.
Here’s how it unfolded:
Varied Video Testing: A range of videos spanning different lengths (60s, 30s, 15s, 6s) were screened across TV, Laptop and Mobile screens in various media environments representing the cast expanse of modern video viewing mediums.
Holistic Benchmarking: The screening process encompassed benchmarking against the bank's competitive set, as well as against the best advertising and entertainment content in the market. This comprehensive evaluation ensured the bank's narrative could effectively stand out amidst the sea of content vying for consumer attention.
Cross-Platform Analysis: In-depth analysis was conducted for each video across different screens. Unveiling significant performance discrepancies across environments, the insights highlighted that brand moments resonated differently depending on the screen. The findings both confirmed and expanded Brainsights' 'screen rules', laying the groundwork for an optimized approach.
Collaborative Creative and Media Execution: Armed with cross-platform, cross-screen unconscious response data, Brainsights' expertise was harnessed. Collaborating with the bank and agency partners, both creative adaptations and strategic media insights were implemented, paying particular mind to the use of the bank’s distinctive brand assets across channel. This step ensured the message was optimized for each environment and that the assets were placed strategically for maximum impact.
Results
Re-write: The outcomes were transformational, impacting both key financial and brand-based growth:
The resulting campaigns resulted in considerable upticks in brand and advertising effectiveness tracking metrics, as the brand outperformed its competitors in all key brand measures despite budgets 20-40% less.
The bank reaped significant profit and revenue growth year-over-year, reporting a 13% increase in profit on a 5% increase in revenue for the retail banking segment.
Conclusion
The case of the Canadian bank's digital transformation journey is a testament to the power of strategic storytelling and cross-platform optimization. By deciphering the nuanced art of engaging audiences across diverse screens, the bank not only secured financial growth but also forged stronger connections with viewers across their evolving journey. This case exemplifies the symbiotic relationship between creative excellence, data-driven insights, and impactful outcomes in the ever-evolving landscape of modern marketing.
