With the government’s Royal Commission scrutinising the Australian financial sector, the 'big four' were in turmoil and consumers were rapidly losing faith in their banks.
Virgin Money Australia (VMA) wanted to leverage the moment by increasing brand awareness and purchase intent using an ongoing content marketing program.
Our goals were threefold:
Target audience exposure (reach + frequency)
Achievement of new acquisition targets (directly attributable + assisted leads/sales) – both volume and CPAs
Size/scale of audience pools (product intenders) built from the campaign activity for future nurturing and retargeting