By increasing the relevance in targeting, Banco Pichincha was able to increase trivia participation by 10 times.
“Our ongoing data analysis, the formulation of growth hypotheses, and the execution of experiments to validate them, were key elements to maximize the power of the community, which is very active on Twitter and follow our sponsored teams and athletes. The results of this exercise, along with a strategic segmentation, allowed us to grow from 366 unique users during the first trivia in August 2021, to 3291 in the last Richard Carapaz trivia, that took place last June 2022.”
- Patricia A. Villarruel Gordillo, Content Director at Banco Pichincha
From August 2021 to July 2022, they generated a total of 12,628,660 impressions at a CPM of €0.48 ($0.49 USD). They also collected 228,732 Tweet engagements at a cost per engagement of €0.11 ($0.11 USD), where engagements refer to the actions that fulfil the campaign objective. This may be an action such as watching a video in a promoted video views campaign.
Whether it’s to drive more purchases or more trivia participation, conversions are the ultimate goal for any marketing campaign. To achieve this goal, you need to make sure that the right people come across your campaign. This is why fine-tuning segmentation to reach niche audiences, and why specific targeting, is so important for success.
Using a solution like Audiense Connect in combination with Twitter API can help you engage the right target with your content – to drive the success you’re looking for.
Sign up today to build your tailored audiences.