Company: Yapı Kredi Bank
Company Description: Yapı Kredi, is Turkey's first national private bank focused on retail banking, founded by Kazım Taşkent in Istanbul in 1944.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Best Use of Data to Drive Brand Strategy
 Nomination Title: Attracting Its Own Audience – Special Campaign for Zodiac Signs from Yapı Kredi
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 2023 – December 2023
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 233 words used.
The campaign was initiated as an innovative strategy to enhance customer acquisition in the competitive banking sector by leveraging an unconventional trend: astrology and zodiac signs. The primary reason for its inception was the need to increase engagement and attract high-income potential customers. The banking industry, particularly in Turkey, has seen an intensified focus on digital customer acquisition due to new regulations and increased competition from fintech companies. Traditional methods were becoming less effective, necessitating a fresh and creative approach.
The main challenge the campaign aimed to address was the high cost of customer acquisition and the difficulty in targeting the right audience with high lifetime value. By integrating data-driven marketing with creative strategies, the campaign sought to reduce acquisition costs and improve conversion rates. The initial problem it aimed to solve was identifying and engaging potential customers who could offer higher revenue and long-term value.
Through extensive analysis of 1.5 million digitally acquired customers, our team discovered that income and customer quality varied significantly based on zodiac signs. Specifically, customers with Scorpio, Leo, and Virgo signs generated twice as much income as others. This insight led to the decision to focus the campaign on Scorpio and Leo signs. By collaborating with celebrities and using personalized content, we successfully captured the target audience's attention, reducing the cost per customer acquisition by 20%, and significantly increasing both customer acquisition numbers and generated revenue.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
The development of the campaign began with a thorough analysis of market trends and consumer behavior. We recognized the strategic importance of digital customer acquisition in the banking industry and aimed to capitalize on emerging trends. By integrating data-driven marketing with creative strategies, we formulated a plan to target the right audience effectively.
Our goal was clear: to increase the lifetime value of acquired customers by targeting individuals with high income potential. Through meticulous analysis, we identified a segment of non-Yapi Kredi customers with Scorpio and Leo zodiac signs, which showed promising indicators of high-income potential. We tailored our content strategy to differentiate ourselves from competitors and enhance lifetime value.
The creative development phase involved collaboration with celebrities and semi-celebrities to create personalized content that resonated with our target audience. By leveraging popular platforms like TikTok, we devised memorable campaign codes inspired by zodiac signs, such as 777ASLAN (777LEO) and 777AKREP (777SCORPIO).
In our media strategy, we designed the funnel strategy to be able to meet the target audience at different moments. In our strategy consisting of awareness, interaction and transformation steps; The first change was that we aimed to attract attention with creative content that everyone could enjoy. We collaborated with Evrim Akın and Nuray Sayarı, who are popular with their astrology content on TikTok. We announced that we offer a special, surprise gift to Scorpio and Leo zodiac signs and invited them to become Yapı Kredi members with the code included in our content.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 223 words used.
The success of the campaign can be summarized through several abstract and tangible outcomes. As a pioneering strategy in the banking sector for customer acquisition we addressed zodiac signs. Initially, with all the analyses we performed, we had hopes for this campaign to work well but we weren’t sure how successful it would be. As soon as it came out, it achieved a high level of engagement. By utilizing a trend that may seem unrelated to the industry in our analyses, we combined data-driven marketing with creativity. Our cost per customer acquisition decreased by 20% while we were getting increased number of new customer acquisition. This of course means an increased number of conversion and revenue. Within the total new customer acquisition, we observed a 7 basis points increase in the proportion of Scorpio and Leo customers, thereby enhancing our ratio of high-income potential customers. The revenue generated by the customers we acquired increased by 2.5 times in the first month compared to other customers acquired during the same period, and their lifetime value tripled.Compared to our other videos on TikTok we saw a drastic increase in our metrics. Focus views (video view rate exceeding 6 seconds) is 5 times higher than the average, likes increased by 2.5 times, comments increased by 8 times, and shares increased by 4 times.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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