How to use social media for your loyalty program: Campaign for DG VERLAG
Introduction
In a social media campaign, holders of the Volksbanken Raiffeisenbanken golden girocard were to be informed about the renaming and relaunch of the existing loyalty program. In addition, customers were to learn more about the benefits and partners of the program. We used a simplified social advertising funnel for this purpose.
DG VERLAG is a service partner of the Volksbanken Raiffeisenbanken (VR banks). In this function, DG VERLAG is responsible for marketing the MeinPlus benefits program, among other things. The golden girocard, which is issued to members of VR banks, is linked to a loyalty program: With the MeinPlus bonus program, members benefit from partners of the bank as soon as they present their golden girocard. In order to publicize the name change and the benefits to as many cardholders as possible, they should be reached not only by post and in branches, but also via social media. But how do you reach golden girocard holders on social media?
Overview
Customer
DG VERLAG
Industry
Financial Services
Zielgruppe
Services
Content Creation
Influencer Marketing
Results and lessons learned from the market launch campaign
Overall, the campaign achieved a very favorable cost per click (CPC) compared to the social DNA benchmarks in the financial sector. In the first phase, users interacted a lot with the ads via comments. Some asked questions or wrote that they were already part of the program. In the second phase, interactions shifted more towards sharing or saving the ad.
The retargeting target groups in the first and second phases were the most successful in the campaign. This target group achieved the most link clicks in both phases. In comparison, the retargeting target group used the lowest media budget.
Overall, the social media campaign was the most efficient channel in the media mix for generating traffic for the benefits program. As there is still potential within the existing target groups, a continuation of the campaign is planned. DG VERLAG will thus continue to generate attention for the MeinPlus loyalty program. Social media use is also to be further expanded. To this end, the team members were given an Instagram workshop following the campaign, in which questions relating to the strategic positioning and ongoing operation of the MeinPlus loyalty program were answered.
"With the social media campaign for the MeinPlus benefits program, we were able to bring the added value of the golden girocard closer to the members of the Volksbanken Raiffeisenbanken in a completely new way."
Frank Hodrea
Produktmanager, DG VERLAG
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