Using innovation and experiments to gain valuable data insights
Client
ABN AMRO
Project Duration
6 Months
Channels
Facebook, Instagram, LinkedIn, Snapchat, Twitter, Reddit
Digital agency
Accenture Song
With Accenture Song I’ve worked on more than a dozen social media marketing projects for ABN AMRO in 2022. One of my favourite projects was creating a social media marketing strategy for researching the potential of a new financial product, by looking for direct engagement with our target audience. The traditional way the client used to do this was by sending traffic to a landing page where the audience is then asked to fill out a questionnaire. However, the response rate was very low. Instead, I came up with a new approach where I translated the research questions into an interactive ad formats that could be promoted on Twitter and Instagram. The result was that I was able to gather +34% more data points (votes) than expected, giving the team at ABN AMRO valuable data insights to further develop the product proposition, while saving marketing budget.
Another project I especially enjoyed working on was about marketing relatively new financial solutions for the B2B segment. These solutions were all about improving sustainability in corporate offices and could have a great positive impact on both the business and our overall climate goals. Since the product was fairly new, I created a test-and-learn strategy for LinkedIn in which we approached various audience segments with different ad types and creative messagings. This gave us a good understanding of the audience’s interests and needs. Besides the number of direct leads the campaigns generated, we were able to gain clear insights on what triggers the audience to improve their businesses in terms of sustainability.
There were plenty of other innovative ideas I’ve created and tested for this client. A couple more highlights:
- Creating a Reddit campaign for expats, and learning to address our audience in the language of this programmer-type dominant platform, different from other social media channels.
- Testing with the instant experience ad format on Facebook in order to communicate the essence of a complex product in a quick, seamless, and simple way.
- Finding new ways of engaging the younger audience by developing a Snapchat AR lens to use in our campaign strategy.
- Testing different types of app install campaigns (iOS 14) and objectives.
- Creating test-and-learn roadmaps for various campaigns, taking into account a variety of channels, audiences, ad types, creatives, and messaging.
Social Eagle 