Back to CustomersFirst Direct drives website traffic with hyper-targeted social media video ads
13%
View-Through Rate
2%
Click-Through Rate
2,000
Unique Videos
The Challenge
First Direct is a telephone and internet based retail bank. First Direct wanted to launch an ‘Always-On’ campaign across their social media channels to promote incentives and drive website traffic to their website.
As part of their campaign, First Direct wanted to hyper-localise their creative and required a solution that could empower them with the technology to do this.
As part of their campaign, First Direct wanted to hyper-localise their creative and required a solution that could empower them with the technology to do this.
The Solution
Using Spirable, First Direct created a dynamic video template which leveraged data such as the day of the week, time of the day, weather, location, and birthdays coming up in the next 7 days.
Audiences were targeted based on whether they were existing or new, customer profiles, and interests. This allowed for each video to cater to, and show the correct incentive.
The Result
The in-the-moment, hyper-targeted video ads achieved a 12.7% view-through rate, with over 2,000 unique videos being generated.
First Direct were able to efficiently create and distribute data-driven video ads that catered to each unique customer, bolstering brand loyalty, and driving awareness of the offers available to new customers.
