After a successful first year of the launch of the Asia Miles MasterCard in 2016, the challenge this year was not only to focus on reaching potential customers at scale in a cluttered market but more importantly delivering the right message at the right time to trigger immediate actions. It was clear that the answer is a data driven approach combining with agile creative strategies to drive relevancy and connections with our potential customers.
To answer this challenge, the iProspect Hong Kong team carried out rigorous data analysis with robust data sources from both first and third party data platforms and identify 3 key target clusters to focus on.
With the data driven audience segmentation in place, we collaborated closely with the Standard Chartered Marketing team and the creative agency to develop highly relevant creative messaging to let
the audience ‘feel’ the tangible benefits and trigger immediate actions to apply!
The data driven creatives drove a significant increase in click through rate with month on month applications increased exponentially from March to June 2017. We also drove an unprecedented share of New to Bank Customers which exceeded client expectations and set a new benchmark for our future campaigns.