ING

The Objective

ING, a global leader in digital banking, is known for its customer-centric, digital-first approach, offering streamlined services through mobile and online platforms. By leveraging data and automation, ING is driving innovation, accessibility and efficiency in the fintech space.

Having already implemented tools such as the Pixel and the Events API to effectively track customer journeys, ING has enhanced its data quality through Advanced Matching. This, combined with a deep understanding of TikTok's platform and creative best practices, positioned ING as a reference for many European fintech advertisers, also thanks to the support of its media agency iProspect. ING's main goal with TikTok was to acquire new customers for its financial products, while testing results through incrementality and third-party studies.

The Solution

In the summer of 2024, ING launched its "Bienestar Digital" campaign, adopting a full-funnel strategy on TikTok. The campaign added an awareness layer by adopting a bundling approach with multiple branding formats such as TopView, Focused View and Reach & Frequency TopFeed to increase brand visibility on the platform. At the same time with a full-funnel approach, ING continued to run always-on performance campaigns aimed at driving new account registrations for its flagship products.

To measure the effectiveness of branding and performance campaigns, ING activated the Unified Lift Study, a solution that integrates brand lift and conversion lift studies. This solution allowed ING to quantify the incremental impact of its full-funnel strategy, complementing insights from media mix and attribution models to provide a more comprehensive view of campaign performance across platforms.

The Results

ING's strategy delivered impressive incremental results.

• The Brand Lift Study showed a 11% increase in ad recall, demonstrating the strong memorability of the "Bienestar Digital" campaign.

• The Conversion Lift Study showed a 15% incremental increase in new account openings, with positive impacts seen across all funnel stages.

These results highlight how a full-funnel approach can improve the performance of lower-funnel, always-on campaigns, even for complex products like bank accounts. When these incremental results were combined with insights from the media mix model, it was clear that TikTok was the most effective platform for engaging young audiences, delivering +22% better performance than other channels for the 'Cuenta NoCuenta' product.

In terms of short-term attribution, TikTok emerged as the best performing digital audiovisual platform, playing a critical role in helping ING achieve its most challenging objective: reaching younger consumers with financial products.