The Challenge
Salad Money is a finance startup that provides ethical loans to NHS workers. Having already trialed programmatic display with another vendor and seen poor results, Salad Money set Fifty an ambitious target KPI to be met within 6 weeks in order to determine whether Display was a viable marketing channel for their brand.
The Solution
We began by using the Fifty platform to run a bespoke study into the client’s target market, 'NHS Staff’, in order to unlock their shared passions and interests. With these insights, Fifty provided the client with a much more granular understanding of their most niche audiences, which could then be leveraged to directly inform their targeting strategy. The granularity of the tribes in our study offered a market-leading view into Salad Money’s target audience and ultimately restored the client’s faith in Display as a viable marketing channel.
The Results
Within the allotted timeframe, Fifty drove an eCPA of £36, providing a 55% improvement against the £80 new loan agreements KPI and a 539% performance improvement compared to the previous vendor - a reputable leader in the programmatic space that had only been able to drive an eCPA of £230 over three months.
Matthew Valentine, Digital Account Manager at m/SIX had this to say about the success of Fifty's campaign: "Salad Money had historically ran media over Social channels and were reluctant to implement Display. With Fifty's ability to build audiences from social platforms, it really helped to sell in the product and further test Display as a channel. Since going live with Fifty they have been able to help Salad Money grow as a business, ensuring we are targeting users outside of Social platforms."
Are you a finance brand looking to tap into your ideal customer's passions and interests? Get in touch with our Sales Team at [email protected] or book a free demo today.
