Case of "FUIB: Data is the best deposit” is the only Ukrainian project that has won a silver award at the WARC Media Awards. It took the second place in the Best Use of Data category for recognizing the role of data in communication strategy.
The project was implemented by the bank in partnership with the Data Science teams of Buying Media Partnership and the Empower Company. The advertising campaign competed for the first place with projects of well-known international network agencies, such as MediaCom and Dentsu, leaving PHD, Mindshare, McCann, MullenLowe Group behind. Except Ukraine, cases from China, Norway and Indonesia also received silver in this direction.
FUIB has set an ambitious goal in 2019 to double the results of attracting deposits compared to the previous year. The use of the traditional Ukrainian media planning model was insufficient to develop a campaign strategy. Therefore, FUIB has used a data-driven approach to increase the efficiency of communications with new clients and strengthen its position in the B2C market.
The model of forecasting the attraction of new clients took into account the media activity of FUIB and of competitors, as well as external influences and allowed to determine the contribution to the campaign of each media channel, factors influencing the dynamics of "new clients" on deposit products and their average receipt.
“Data analysis brings value when the results are used in practice, i.e. are included in the development and adjustment of the communication strategy. When we can build models based on data and team expertise of the best product, service, communication channel, communication arguments. In practice, our case shows how a clear understanding of each media channel's contributes to the process of attracting new customers to model the perfect media split and increase the effectiveness of the advertising campaign - get maximum feedback and reduce the cost of involvement," said Natalia Demidenko, Head of Marketing Communications and Branding.
This case demonstrates how the analysis of historical data, competitive and economic environment, helps to choose the optimal media mix, get maximum feedback from clients and achieve FUIB's business goals. Thus, in 2019 the inflow of "new money" doubled and reached a record high growth rate of 140%.
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- Information on the work of the Bank's branches during the quarantine perio
- FUIB's retail deposit portfolio of individuals in hryvnia reached 11 bln
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