Who the client is
SGB-Bank is one of Poland's leading cooperative banks, serving around 170 affiliated banks. It invested in the development of its SGB Mobile app to show that it is keeping pace with the modern world, serving existing customers while attracting mobile banking enthusiasts.
The starting point
- Reaching the right target groups. The lack of integrated customer lists meant campaigns had to be built from scratch, based solely on traffic generated by the sgb.pl website.
- Complex structure of cooperative banks. With many banks in a single group, each with its own domain, GA and GTM had to be implemented individually.
- Ambitious and rapidly evolving KPIs. A target of 300,000 installs by the end of 2021, plus another 300,000 the following year while improving quality.
- Performance and image together. Combining performance goals (installs, activations) with building a modern image for the bank.
What was done
In line with the tender requirements, three tools: Google Ads, Facebook Ads, and Display & Video 360. Two landing pages were created, a main campaign page and a page letting users open a free selfie account in the app, optimized on an ongoing basis by the CRO team.
Google Ads
Brand campaigns throughout the period directed users to the app's landing page. Two app campaigns: one acquiring new traffic, optimized for the "first open" event; the second focused on events tied to activating an account in the app.
Meta Ads
App promotion campaigns, campaigns driving traffic to the landing pages, and reach campaigns based on video content.
Programmatic
Display & Video 360 with a full set of graphic assets and YouTube video spots in four thematic lines: Selfie, BLIK, Autopay, and Subscription Management. In December 2021 a Masthead ad on the YouTube homepage was targeted to the audience.
Analytics across the group
Over the year and a half, analytics were centralized across the SGB group. By the end of 2022, 31 Google Analytics implementations had been completed in banks that chose to join the project, adding 90,000 users to the remarketing lists within 90 days.
The result
- The SGB Mobile app was opened for the first time 676,338 times, of which 279,036 resulted in full activation.
- The total budget allocated to advertising activities amounted to PLN 3,095,400.
- The source's Q4 2021 chart shows a downward trend in first-time app opens accompanied by an increase in the number of activations.
What happened next
The campaign concluded in December 2022. That year further activities tied to the brand's new communication strategy, "Taka różnica!" ("What a difference!"), were launched (see the SGB-Bank brand awareness campaign).
"The campaign promoting the SGB Mobile app, carried out in collaboration with MTA, required a variety of activities and—given its specific nature—a great deal of flexibility as well. We tested different solutions that allowed for ongoing optimization. The experience and vast knowledge of the people involved in the project meant that we could calmly monitor the results and discover new opportunities. Throughout the many months of the campaign, the experts from MTA were part of our team—I wholeheartedly recommend them for even the most unconventional digital marketing tasks :)"
