Background
Vanilla Prepaid Cards provides its customers with convenience, ease, and freedom of spending.
Linked to several retail locations across Canada and the United States such as WalMart and 7-Eleven, Vanilla prepaid cards are an agent for providing quick reliable transactions in either online or retail locations anywhere.
In lieu of the Holiday spirit, Vanilla Prepaid Mastercards held a contest to give back to their customers and induce brand awareness. With a daily giveaway of $50 and a grand prize of $1000 at the end of the 30-day campaign, the contest using the Triangles algorithm was a great success.
Solution
To reach new consumer groups the system looked to Insights to develop a highly defined targeting system. Mastercard called for volume, thus emphasis was put on outreach to multiple channels to maximize contest entries.
1. Insight
Magnified across Canada, the campaign encompassed a chain of highly engaged user acquisitions that were intent on interacting with the brand. Five main personas were construed from data compiled including Savvy Mom, Holiday Shopper, and Penny Saver.
2. Personalization
To target audiences, hundreds of ad variants were created using a range of relevant messaging. These were curated towards individual cohorts to promote engagement.
3. Ad Operations
The campaign stretched over 8 channels which included Facebook, Display, Search, and Remarketing. Visitors were funneled towards various landing pages and prompted to enter the contest.
4. Scale
Post the Mid-Flight analysis, scaling was increased towards the best performing channels. Ad spend was scaled within specific funnels which allowed for a higher ROAS.
Store Locator
Optimizing traffic towards store locator lookups allowed the Brand team to balance contest entries with actual purchase intent.
Viral Loop
Announcing daily winners with a tag mechanic on Facebook and Instagram helped promote organic sharing and drive earned media impressions for the campaigns.
Audience Insights
Learning the targeting parameters which were most effective throughout the campaign flight, helped pinpoint where the highest intent lay across all the digital channels.
Creative Testing
Personalized pathways for each persona with many ad variants helped provide the Brand team with insight on the most impactful messages, with data-backed proof.
Looking Ahead
The data-rich campaign allowed the Vanilla team to derive key insights to baseline future marketing endeavours:
Remarketing
The Remarketing channels proved particularly effective when recapturing visitors who have previously expressed interest through banner clicks or related search queries.
Creative A/B
Further creative A/B testing can be conducted to identify entry-driven banner and contest page elements. Exploring gamification opportunities to increase peer-to-peer sharing and virality.
Incentive Awareness
Exploring possibilities of incentivizing awareness campaigns to drive online visitors to make offline purchases at their nearest Walmart Location.
Keyword Database
As contest entrants have demonstrated tendencies to seek out online contests, expanding the Search keyword database would attract a larger volume of entrants.
Looking Ahead
The data-rich campaign allowed the Vanilla team to derive key insights to baseline future marketing endeavours:
Remarketing
The Remarketing channels proved particularly effective when recapturing visitors who have previously expressed interest through banner clicks or related search queries.
Creative A/B
Further creative A/B testing can be conducted to identify entry-driven banner and contest page elements. Exploring gamification opportunities to increase peer-to-peer sharing and virality.
Incentive Awareness
Exploring possibilities of incentivizing awareness campaigns to drive online visitors to make offline purchases at their nearest Walmart Location.
Keyword Database
As contest entrants have demonstrated tendencies to seek out online contests, expanding the Search keyword database would attract a larger volume of entrants.