AD STUDIO
CASE STUDY
DYNAMIC AD CAMPAIGN EMPOWERS FINANCIAL BRAND WITH UNPARALLELED CREATIVE LIBERTY
THE CLIENT
For this campaign, the client sought a creative partner who could enable them to explore and establish a new brand presence that successfully reflects their business of being a financial services provider with 'a human touch'.
THEIR BRIEF
Aware that consumers are tired of traditional messaging usually used in financial ads, Origin was tasked with devising a creative strategy that would allow multiple messages to be tested and measured in-market simultaneously.
ABOUT ORIGIN AD STUDIO
While traditional creative practices dictate that a brand can only have one (or two) ads in circulation until being replaced, Origin fuses unique creative techniques with proprietary ad serving technology to enable brands of any size to run and refresh virtually limitless ad creatives in a single campaign.
KEY BENEFITS
Personal
Target every audience demographic with a unique & relevant story
Agile
Refresh creatives throughout the campaign with timely messages
Responsive
Swap ad creatives in & out based on measurable attribution
Informative
A/B test different narratives, tag lines, CTA’s and more
THE CREATIVE STRATEGY
With the primary goal being to establish a unique and effective brand voice, Origin's in-house creative team devised a strategy that would enable our client to test, measure and validate a multitude of different creative executions.
Phase 1
Phase 2
Phase 3
Origin's design team produced a highly adaptable ad 'template' which allowed for significant creative and copy flexibility.
Once the underlying ad template was approved, our writers drafted three distinct storylines, each one striking a different financial tone.
With a unique tagline underpinning each one, a minimum of two sets of copy were written for each storyline.
Complex analogies to achievement stories
True to life empathy for financial realities
Humorous metaphors which are relatable
LESS DIRECT
MORE DIRECT
MEASUREMENT
With a total of 6 initial ads from 3 individual storylines running concurrently throughout the campaign, deciding which measurement solution(s) would best serve to provide our client with the data they required to establish was vital. After careful research, we settled on a multi-faceted strategy that would allow us to measure and compare:
ATTENTION
SENTIMENT
PERFORMANCE
DISTRIBUTION
The client's CTV campaign was distributed across 11 major DMA's via Origin's curated portfolio of CTV media partners who we work with on an exclusively direct basis.
TARGETING
In addition to using the client's first party data to suppress the campaign from being served to existing customers, third party data was used to target consumers who are:
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within a specific debt/income ratio.
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have certain aggregated FICO credit scores.
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in-market for a personal loan.
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home improvement intenders and pre-movers.
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interested in debt consolidation services.
FLIGHT DATES
7/05/2022
-
8/31/2022
TOTAL IMPRESSIONS SERVED
8.4m
TOTAL UNIQUE REACH
804,000
FREQUENCY PER HOUSEHOLD
2.6
AD COMPLETION RATE
94.8%
CAMPAIGN OUTCOMES
>54.8%
AD RECALL
When asked 'Do you recall seeing an ad for brand x', our client saw up to a 54.8% lift in ad recall vs the industry average of 19%.
>28.7%
CONSIDERATION
When asked 'Would you consider applying for a personal loan from brand x?', our client saw up to a 28.7% lift in viewers saying they would consider applying for a loan vs the industry average of 6%.
>101.2
ATTENTION
The leading providers of in-home eye tracking technology, TVision Insights observed the physical attention our clients ads got when they ran and compared them to how other financial ads perform in the same setting.
Tracking each of the client's creatives independently against additional variables such as approximate age, gender and FICO score, our client's creatives scored between 96.9 - 101.2 compared to 79.1 for credit card ads, 91.0 for banking ads and 99.2 for ads selling loans.
$2.9m
PERFORMANCE
Utilizing Claritas as our preferred measurement partner, our client tracked attributable website engagements and conversions from households who were exposed to the creative on Connected TV.
In this campaign, the client directly attributed to +/- 162,000 website sessions and approximately 15,000 loan applications.
The they also directly attributed $2.9mm of loan issuance to campaign, which equated to a staggering 8.4% CPI (cost per issuance).
About Origin
Origin is a creative technology company whose pioneering TV advertising solutions have reshaped the way brands captivate and activate consumers inside and outside the home.
Fusing first to market ad formats with proprietary technology and direct media partnerships that span the streaming ecosystem, Origin's solutions are embraced by brands, agencies and platforms who are seeking to elevate the efficiency and performance of their marketing investments.