CITIBANK: PERFORMANCE MARKETING
BACKGROUND
Citibank invest a big budget on digital acquisition to drive sales for credit card issuance by always-on digital campaigns
Agency is requested to deliver sufficient outcome using CPA model Develop and maintain performance-based digital advertising channels that highly-effective through optimizable capacity Also explore new and scalable ways to drive more high-quality Leads and increase Conversions
STRATEGY
- Well-developed digital plan based on in-depth analysis of historical performance database (Leads, Conversions, Sales tracking, etc.)
- Utilize digital media expertise to deploy campaigns via the most conversion-driven channels (Google, Facebook, Local Adnetwork, Affiliate Marketing, Aggregators)
- Conduct campaign optimization by impactful playbook on daily/weekly/monthly basis
- Effectively coordinate between internal media team, partners and sales team to fulfill overall objectives under CPA model
RESULTS
Citibank Performance Marketing Market Share
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87,000 Leads – 4,200 Cards have been archived
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11% Increase in click-throughs with the combination of display and search ads
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174% More Leads with better qualification and conversion
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21% Lower cost per Lead with fixed CPA model
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