Maxus Performance saw Paid Social applications +59%, Aggregator applications +72% and Paid Search applications +11%

Integrated Performance Planning. High Targets, Competitive Markets

Challenge

Barclaycard have traditionally dominated the credit card space with strong balance transfer products, however despite their success they had an appetite to grow. They were faced with increased YoY targets as stronger competitor propositions emerged. Maxus needed to respond by planning differently and buying more efficiently.

Solution

Synergy was key to our approach; Facebook, Search and Aggregators had to perform as one cohesive channel. The only way to beat the competition was to fully understand the intricacies of the integrated journey across performance media.

Wanting to ensure that our media spoke with Barclaycard's key audiences at the right stage in their path to purchase, we leveraged DoubleClick attribution, and by overlaying Hitwise upstream data, we deciphered the touchpoints that led to the most efficient conversions.

We partnered with Experian, and innovatively used their data and technology across both Facebook and aggregators to clarity of message to potential customers. As well as this we brought aggregators into the heart of our search strategy and worked with them in a way so as to incentivise fluid re-investment into their own search activity, creating efficiencies for Barclaycard elsewhere.

Results

The results were a resounding success. Facebook's targeted approach improved application to accept rate by 59% YoY as more educated consumers applied for access products. Premium aggregators also successfully grew acquisitions by 72% YoY. Furthermore, reinvestment in search throughout the year saw an 11% increase in acquisitions in H2 Vs H1

Through an integrated ideology, rigorous audience segmented targeting, and multi-layered premium partnerships, Maxus managed to achieve results which change the way Barclaycard grow acquisitions through the Performance channel.


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Maxus Performance saw Paid Social applications +59%, Aggregator applications +72% and Paid Search applications +11%

Integrated Performance Planning. High Targets, Competitive Markets

Challenge

Barclaycard have traditionally dominated the credit card space with strong balance transfer products, however despite their success they had an appetite to grow. They were faced with increased YoY targets as stronger competitor propositions emerged. Maxus needed to respond by planning differently and buying more efficiently.

Solution

Synergy was key to our approach; Facebook, Search and Aggregators had to perform as one cohesive channel. The only way to beat the competition was to fully understand the intricacies of the integrated journey across performance media.

Wanting to ensure that our media spoke with Barclaycard's key audiences at the right stage in their path to purchase, we leveraged DoubleClick attribution, and by overlaying Hitwise upstream data, we deciphered the touchpoints that led to the most efficient conversions.

We partnered with Experian, and innovatively used their data and technology across both Facebook and aggregators to clarity of message to potential customers. As well as this we brought aggregators into the heart of our search strategy and worked with them in a way so as to incentivise fluid re-investment into their own search activity, creating efficiencies for Barclaycard elsewhere.

Results

The results were a resounding success. Facebook's targeted approach improved application to accept rate by 59% YoY as more educated consumers applied for access products. Premium aggregators also successfully grew acquisitions by 72% YoY. Furthermore, reinvestment in search throughout the year saw an 11% increase in acquisitions in H2 Vs H1

Through an integrated ideology, rigorous audience segmented targeting, and multi-layered premium partnerships, Maxus managed to achieve results which change the way Barclaycard grow acquisitions through the Performance channel.