How did we reach 13,179,726 people in a brand awareness campaign for SGB-Bank?
How to enhance brand recognition for SGB-Bank through a multichannel digital strategy?
- Services
- Google AdsMeta AdsProgrammatic
- Website
- www.sgb.pl
- Market
-
Poland
- Industry
- Banking
13 179 726
reach
160 183 873
impressions generated
0.9%
absolute lift in favorability
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I am very pleased with the results of our collaboration. We have been working together for several years now and plan to continue this partnership. Thanks to the data we gather together, we can clearly see that everything the specialists at MTA Digital do genuinely supports us in building a sustainable business.
As far as I know, MTA Digital is the only teal digital marketing agency providing services on both the Polish and international markets. I particularly value the close collaboration, frequent communication, and open dialogue. We can freely share ideas and feel safe receiving substantive feedback. As the person responsible for my company’s annual marketing results, I am very satisfied with the way this collaboration works.
About the Client
SGB-Bank is one of the leading financial institutions in Poland, ranking among the country’s 15 largest banks. It serves as the affiliating bank for around 170 cooperative banks across Poland and is known for skillfully combining strong traditions with modern solutions, such as mobile payments and a mobile app.
Challenges
The brand was often perceived as traditional and aimed at older generations. It was necessary to show that SGB is a modern banking institution—active and close to local communities.
The goal was to reach as broad a share of Poles as possible—statistics showed that nearly one-third of the country’s population saw the campaign. It was essential to make effective use of various digital channels and optimize the cost of reach.
The campaign had a strong presence in traditional media, so the challenge was to maintain the consistency and emotional power of the message in the online space. Digital had to complement the offline activities, not simply copy them.
Our Solutions
Knowing the goals of this campaign, it was obvious that we had to act on two fronts: on the one hand, building brand awareness, and on the other, driving high-quality traffic to the new landing page.
As in previous stages of our collaboration, we used three main channels: Display & Video 360 (programmatic), Meta Ads, and Google Ads. The key element was integrating them properly, which is why we assigned each of them a specific role in the sales funnel.
Programmatic
This was our main communication channel, in which we used a full set of display and video materials across the entire Google network. Programmatic played a key role in the activities aimed at increasing brand awareness, making it possible to run image campaigns on a large scale—including the Masthead format and a Brand Lift study.
To achieve maximum visibility ahead of the holiday season, we invested in a Masthead video ad on YouTube, precisely targeted at audiences within SGB’s target group. Beforehand, among these same users, we conducted a Brand Lift study to check whether our ads influenced their decision to consider SGB-Bank as a potential choice in the future.
Meta Ads
Meta played a key role in our strategy, as it allowed us to reach the target audience on one of the platforms most popular among them. We used video campaigns and campaigns with a reach objective, which served a similar function to those run in DV360. They were carried out within the Meta environment, which allowed us to display ads across almost the entire internet.
Thanks to Meta’s precise interest-based targeting, we were able to effectively reach specific audience segments—for example, people over the age of 30 for whom family is very important.
The Meta Ads were placed precisely in the middle part of the sales funnel, and the variety of campaign formats allowed us to achieve multiple goals, from broad reach to low-cost conversions on the landing page.
Google Ads
Thanks to search ads, everyone interested in SGB—including existing customers—could get acquainted with the brand’s new line of communication.
The Discovery campaign was aimed at users of Android devices and was designed to capture their attention through quality placements, such as the Google Discover app. These activities made it possible to smoothly guide a potential customer from the top of the funnel (DV360 and Meta) to its final stage.
Results
As part of the campaign, we achieved impressive reach and brand results. The ads reached over 13.1 million people, generating more than 160 million impressions over the entire period of activity.
Most importantly, the Brand Lift study we conducted showed a 0.9 percentage point increase in brand favorability, which confirms the effectiveness of the new communication strategy and the campaign’s real impact on how SGB-Bank is perceived among audiences.
Summary
Our campaign for SGB-Bank, carried out in Q4 2022, was a success and provided a valuable lesson for the future—both for us, in terms of strategic planning, and for the client, when it comes to the optimal allocation of budget.
The number of impressions, the total reach, and the results of the Brand Lift study showed that one in three residents of Poland saw at least one of our ads promoting SGB’s new image. For some of the audience, this also translated into increased brand favorability and consideration of the brand as a potential choice in the future. What’s more, our collaboration with SGB-Bank is still ongoing. Together, we are carrying out further projects.
