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IAB HK Digital Awards 2024: Best Use of Performance Marketing - SILVER (Leveraging AI Solutions to supercharge Standard Chartered’s Credit Card Acquisition strategy)

 

Leveraging AI Solutions to supercharge Standard

Campaign: Leveraging AI Solutions to supercharge Standard Chartered’s Credit Card Acquisition strategy

Brand: Standard Chartered Bank

Agencies: dentsu, Teads

 

Challenges & Objectives

Standard Chartered (SC) aimed to enhance its digital acquisition strategy for credit card applications in a saturated market. The challenge was capturing high-intent audiences where every impression counts. Using Teads’ AI-powered tools, SC sought to overcome creative refresh barriers and consistently engage quality audiences, effectively bridging the gap between media and creative to support customer acquisition goals.

 

Insight and Strategy

  • Teads Conversion Solution to Bolster Consideration Pipeline for SC’s Credit Cards: By aligning ad messaging with SC’s landing page, Teads’ Conversion Solution optimized targeting and ad delivery to guide users from ad exposure to the “Apply Now” step.
  • Data-Driven Creative Optimization: Pre-Testing with Neurons Technology ensured creatives were engaging and effective, using attention heat mapping, user focus tracking, and cognitive demand analysis to inform refinements.
  • Innovative Audience Targeting with Teads’ Predictive Smart Targeting: AI-powered audience segmentation analyzed real-time behavior and demographics to target high-value users likely to convert, expanding beyond predefined audiences.
  • AI-Powered Conversion Optimization: The campaign prioritized reducing eCPA while meeting CPA goals, continuously refining performance through real-time data insights and strategic adjustments.

 

Execution

  • Qualification & Setup: Conducted pixel/landing page testing and implemented tracking with Teads Universal Pixel and Google Floodlight for accurate tracking and insights on campaign performance.
  • Creative Optimisation: Teads Neurons AI was used for pre-testing to predict creative performance and identify areas for improvement before launch; AI Assistant was used to create refreshed ad copies to combat ad fatigue.
  • Media & Targeting: Deployed Smart Targeting and optimized bids/placements (desktop/static) for high-intent reach and efficiency.
  • Performance Monitoring: Tracked KPIs via CM360 with real-time optimizations and third-party verification (DoubleVerify) for quality.

 

Innovation

  • AI-Driven Creative with Teads’ Neurons AI Technology: Leveraging advanced AI to provide data-backed insights on user focus points and cognitive demand to fuel ongoing creative optimsiations and refreshes. 
  • AI-Driven Creative with Teads Creative AI Assistant: Streamlining ad creation with AI-powered tools for faster, data-informed creative decisions.
  • Smart Targeting: Implemented advanced techniques to identify high-value audiences, enhancing targeting precision and campaign performance.
  • Synergy of AI and Human Expertise: Combined AI insights with human input to optimize strategies and improve overall campaign effectiveness.
  • Bridging Media and Creative for Impactful Outcomes: Fostered collaboration between media and creative teams to maximize conversion opportunities.


Results

  • Lower CPA & Higher Efficiency: Reduced cost per application start through AI-driven optimizations, maximizing ROI.
  • Engagement & Conversion Lift: Achieved an 8% application start rate, 10% above BAU, with AI-enhanced creatives.
  • Expanded Audience Reach: Smart targeting unlocked high-value segments, diversifying beyond traditional finance audiences.
  • Agile Creative Production: Cut turnaround time by 50% using AI tools, maintaining engagement and combating fatigue.