Brac Bank Social Media Campaign in Bangladesh | WebAble Digital | Case Study

BRAC Bank

Ramadan Credit Card Campaign

Social Media Campaign

Background

BRAC Bank is popular for their generous discounts and offers during major festivals. They tie up with top brands & restaurants to generate value for their customers. In the first week of Ramadan 2017, BRAC Bank announced credit card offers through a social media campaign in Bangladesh. As all the offers were for Eid-ul-Fitr, it allowed a very limited time window to drive their credit card sales.

Challenge

To reach a mass audience within the limited timeframe, BRAC Bank turned towards a social media campaign in Bangladesh. Our campaign was to run for 3 weeks only. Thus our idea had to be compelling and aligned with the offers, encouraging people to make purchases.

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Process

Idea

We get only 7 seconds to grab a person’s attention. Facebook trends from 2014 - 2016 showed us that videos performed comparatively better than static contents online. Using the combined insight from these two pieces of information on social media campaigns in Bangladesh, we decided to primarily base our campaign around short videos on Facebook and Instagram.

We focused on communicating our core message with precision in only 10 seconds using catchy visuals and upbeat music.

Execution

We created 6 ten-second short videos, all optimized for mobile viewing. The videos featured the offers using attention-grabbing techniques in the color gradation, background tunes, etc. We distributed the contents through Facebook and Instagram.

In order to optimize our media placement, we used geo-targeting to reach out to customers who fell within the geographical radius of the partnered restaurants, shops, and other retailers which BRAC Bank tied up with. We initially focused on the age group 18 - 44. With real-time optimization of our bidding based on the results of our best performing ad-sets, we gradually narrowed the age group down to 25-34-year-olds.

We targeted users with interests aligned with the offers made by the partners BRAC Bank collaborated with. We retargeted audiences who engaged with our ads pushing them to take action.

We optimized timeline of when to show our ads by analyzing ad-performance and study browsing patterns. We focused on these time snippets: pre - Iftar (3:00 PM - 6:00 PM), post - Iftar (7:00 PM - 8:30 PM) and the time window for shopping and Seheri (10:00 PM - 12:00 AM).

Results

  • 93 Crore

    worth

    Card Sales

  • 66K+

    total

    Likes

  • 2.3M+

    total

    Reach

BRAC Bank earned approximately BDT 93 Crores worth of total revenue for the month of Ramadan through this social media campaign in Bangladesh. Additionally, their Facebook page received 66,000+ new followers and 600,000+ engagement as a result of the cards campaign. The campaign reach was 2.3M+ generating 3.3M+ impressions during the 3 weeks leading up to Eid-Ul-Fitr 2017.

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