Facebook, the social network that controls, among other online services, also the Instagram platform, specialized in sharing images and videos, has collaborated with Ubi Banca, together with nine other global companies, to study the effectiveness, based on real campaigns , of a new online promotion tool: the "stories".
Within Instagram, "stories" are sequences of photos, slide shows of images and temporary videos shared by users that remain online for 24 hours after publication. They can also be used to promote a product or a brand, but to do so effectively they must be able to capture the attention by intercepting the passions of the chosen online audience.
In the case of Ubi, the campaign under study had the objective, in May 2017, of promoting the "Hybrid" installment credit card to a young audience in the 18-34 age group through Instagram Stories.
The card promotion campaign was built with three different immersive full-screen video ads which, leveraging captivating images and an effective call to action, led people to discover more information about the "Hybrid" card. The across-the-board message "Everything at your own time" was conveyed through creativity based on the importance of passions, while the other two advertisements focused on the important partnerships of UBI Banca, which is "Juventus Official Bank" and "Official Banking Partner ” of the NBA in Italy.
By addressing sportsmen and women, such as Juventus supporters and fans of the US basketball league, UBI Banca has therefore reached specific targets in a targeted, or "vertical" manner, focusing its promotional action both on the basis of age and on the basis of specific passion of recipients.
The advertisements published in the Instagram "Stories" feed, within one of the digital networks preferred by the youngest, have been able to involve the target audience with an effective message proposed at the right time - the one that this audience dedicates to their passions – presenting Hybrid as a tool to satisfy them. The campaign was a great success, obtaining 36.000 accesses to content dedicated to the "Hybrid" card through the classic "scroll" on the smartphone.
The impact of the campaign was measured through a "Brand Lift Study" conducted by Facebook through an online questionnaire, addressed both to users exposed to the UBI campaign on Instagram Stories and to a "control group". The result of this study was very positive, as evidenced by the fact that Facebook chose to publish the UBI Banca campaign among the global success stories on the Instagram Business site.
Of particular significance is the data emerging from this statistical study regarding Ad Recall, the recall indicator used to measure the effectiveness of advertising communication: specifically, the UBI Banca campaign, for the launch of the "Hybrid" card through Instagram, it recorded a 250% increase in Ad Recalls compared to the control group who, not exposed to communication on this channel, had been able to access the contents in the branch, or by seeing the commercial on TV, on Youtube or Facebook.
“The recognition of Facebook, which places our campaign in a small circle of successful case histories - says Elisabeth Rizzotti, Marketing Manager of UBI Banca - adds to the positive response of our reference public in confirming us a strategy of dialogue and promotion of the brand and its services through well-established channels, and represents for us a further stimulus to continue experimenting and innovating our way of communicating".
