Isybank
Encourage online current account subscriptions with APP campaigns.
The Objective
Isybank is Intesa Sanpaolo's digital bank, designed to offer fully online banking solutions. Users can manage their finances and open current accounts directly through a dedicated app. The brand has chosen TikTok to promote the opening of current accounts through its app.
The Solution
Working with media agency Wavemaker, the brand implemented a full-funnel approach, integrating branding and performance campaigns with a specific focus on app campaigns. These campaigns aimed to drive audiences to open online bank accounts directly through the dedicated app.
The planning included an upper funnel phase of reach-focused campaigns, followed by initiatives to maximise video views and traffic to strengthen the middle funnel. In the lower funnel, app promotion campaigns were implemented, both prospecting and retargeting, leveraging the qualified audiences generated in the previous phases.
In addition to targeted prospecting campaigns, the Smart Performance Campaign, a technological solution for automated optimisation, was used. This approach made it possible to optimise both the number of app downloads and in-app events, such as new bank account subscriptions.
The creativity of the campaigns leveraged the brand's assets while exploiting more native formats and maintaining consistency across the brand's entire communication approach. This native communication strategy, with tennis player Jannik Sinner as brand ambassador, was instrumental in maximising the campaign's results.
A Conversion Lift study was conducted to measure the actual impact of the ad campaigns on conversion generation, comparing the behaviour of users exposed to the ads with that of a non-exposed control group. This allowed the brand to evaluate the effectiveness of the ads in driving concrete actions, such as opening bank accounts.
The Results
The results were extremely positive, with a significantly higher conversion rate of around 41%, double that of other digital channels used. The Conversion Lift study also revealed a significant increase in the number of account openings per user in the group exposed to the campaign compared to those not exposed, with a 40% increase, exceeding the CLS measurement averages. In addition, almost a third of the account opens were generated directly through the TikTok platform.
We are very satisfied with the approach taken on TikTok, especially for believing in its performance-side capabilities. Thanks to teamwork, the results achieved have exceeded our expectations. This project has shown us how TikTok has become a key partner in achieving our performance targets.
