Yapi Kredi

The Objective

The main goal was to attract a new group long-term customer, distinct from the readily acquired ones. While TikTok for Business ads played a substantial role in securing one-third of digitally acquired customers over the year, Yapi Kredi identified a latent opportunity to augment Lifetime Value (LTV) in comparison to other channels.

The campaign's ambition extended beyond mere acquisition, aspiring to secure new users capable of not only improving the cost/income ratio but also cultivating robust, long-lasting relationships with the bank. This nuanced goal reflected Yapi Kredi's strategic vision, aiming not just for quantity but for the quality of customer relationships established through the campaign. Yapi Kredi’s digital marketing and sales team were aware of that each user that acquired was not the same in terms of relationship duration.

The Solution

Central to their triumph was the recognition of content as the linchpin for optimization and the core of their strategy. The bank executed a meticulous transition to a more precise segmentation within the full-funnel approach, tailoring content for each segment. The addition of 10 new pieces of content weekly to the system showcased a commitment to attracting higher LTV customers, underscoring a strategic and highly effective customer acquisition strategy. Notably, Yapi Kredi elevated content quality to draw in higher-value customers, aligning with the goal of attracting users from more lucrative segments.

Innovative digital marketing analytics and optimization strategies played a pivotal role in their success. Instead of merely concentrating on campaign CPA performance, Yapi Kredi prioritized content strategy as the primary optimization indicator. This approach aimed to mitigate ad fatigue by presenting tailored content to users on an ongoing basis. Running causal & correlation analysis helped to measure unattributed effects of creatives.

Yapi Kredi strategically tailored content for diverse audience segments based on their interests, recognizing TikTok as a community platform where varied content resonates with different users. Acknowledging the need for creative and masterful thinking, the team adeptly crafted content that aligned with the unique features of the bank, engaging and resonating with the diverse communities on TikTok.

Furthermore, the bank adopted Average Revenue Per User (ARPU) as a key performance indicator, recognizing that not all converted users contribute equally to the bank's value. Value-based optimization solution, factoring in ARPU, became the cornerstone of their campaign evaluation, showcasing Yapi Kredi's commitment to a nuanced and comprehensive approach in achieving and surpassing their campaign goals.

The Results

Yapi Kredi has successfully transformed TikTok into its primary channel for customer acquisition and profitability, leveraging a holistic strategy encompassing full-funnel creative production, an end-result mindset, and strategic utilization of TikTok solutions. This comprehensive approach resulted in a noteworthy doubling of customer acquisition, achieved through collective efforts. Importantly, despite a moderate increase in Cost Per Acquisition (CPA) by x1.5, which included creative production costs, the newly acquired customers proved highly valuable by generating twice the revenue compared to their predecessors. Additionally, these customers exhibited a 2x higher Lifetime Value (LTV) and maintained longer-lasting relationships with the bank. The strategic shift towards TikTok not only halved the cost/income ratio but also positioned the platform as more than just a numerical acquisition channel, becoming a key driver in enhancing the overall profitability of Yapi Kredi's core business.