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Garanti Bank & Youtube Case Study

Garanti Bank increases mobile loan applications by 13% through app install advertising

With over 4.5 million digital banking users, one of the main business goals for Garanti is generating new digital loan applications. The bank developed new technology inside its mobile app to make the process of obtaining loans easier

for customers by enabling them to apply and get approval in just. ve minutes. Together with its agency adXclusive, Garanti then designed a marketing campaign to encourage both new and current users to download the app and complete a loan application online.

To launch the new functionality available on mobile, Garanti designed a mobile app install campaign utilising YouTube mobile mastheads, TrueView across all devices, mobile search, the Google Display Network on mobile and Universal App Campaigns. “We’ve tried to reach users across multiple touchpoints and address everything from awareness to acquisition,” explains Deniz Guven, Senior Vice President of Digital Channels for Garanti.

The approach delivered positive effects on conversion numbers. The conversion rate for mobile app installs increased by 16%. The download rate of the Android app increased by 15% and of the iOS app by 55%. In turn, this produced an impact on the cost per download, which decreased by 29% on Android and by 7% on iOS. Universal App Campaigns played an important role here, generating 40% of paid downloads and 43% of loan applications in Android.

Garanti and adXclusive then took the strategy further by manually optimising their app install campaigns towards loan applications. “Although mobile app downloads is an important KPI, we also measure after-install behaviour since our main goal

is to increase loan applications,” Deniz continues. “The loan application rate increased by 13% during the campaign period. The mobile app brought nearly 25% of our total loan applications. In the following months, this percentage has been growing steadily.”

The success of the YouTube activity was particularly notable. “The most surprising result came from the YouTube TrueView campaigns,” Deniz explains. “At. rst, these campaigns are positioned towards driving awareness and interest. As a result

we saw 19% ad recall lift in brand lift results. However, we bene ted hugely on mobile app installs, too – 60% of total installs for the campaign were triggered by TrueView campaigns, with competitive cost per downloads compared to other mobile channels.”

Garanti has decided on testing and adjusting its marketing mix further as this campaign proved itself to include different channels to feed each other. “After seeing the bene t of TrueView campaigns on both awareness and conversions, we have been including YouTube in our media mix as an always-on channel.”

Garanti Bank increases mobile loan applications by 13% through app install advertising

With over 4.5 million digital banking users, one of the main business goals for Garanti is generating new digital loan applications. The bank developed new technology inside its mobile app to make the process of obtaining loans easier

for customers by enabling them to apply and get approval in just. ve minutes. Together with its agency adXclusive, Garanti then designed a marketing campaign to encourage both new and current users to download the app and complete a loan application online.

To launch the new functionality available on mobile, Garanti designed a mobile app install campaign utilising YouTube mobile mastheads, TrueView across all devices, mobile search, the Google Display Network on mobile and Universal App Campaigns. “We’ve tried to reach users across multiple touchpoints and address everything from awareness to acquisition,” explains Deniz Guven, Senior Vice President of Digital Channels for Garanti.

The approach delivered positive effects on conversion numbers. The conversion rate for mobile app installs increased by 16%. The download rate of the Android app increased by 15% and of the iOS app by 55%. In turn, this produced an impact on the cost per download, which decreased by 29% on Android and by 7% on iOS. Universal App Campaigns played an important role here, generating 40% of paid downloads and 43% of loan applications in Android.

Garanti and adXclusive then took the strategy further by manually optimising their app install campaigns towards loan applications. “Although mobile app downloads is an important KPI, we also measure after-install behaviour since our main goal

is to increase loan applications,” Deniz continues. “The loan application rate increased by 13% during the campaign period. The mobile app brought nearly 25% of our total loan applications. In the following months, this percentage has been growing steadily.”

The success of the YouTube activity was particularly notable. “The most surprising result came from the YouTube TrueView campaigns,” Deniz explains. “At. rst, these campaigns are positioned towards driving awareness and interest. As a result

we saw 19% ad recall lift in brand lift results. However, we bene ted hugely on mobile app installs, too – 60% of total installs for the campaign were triggered by TrueView campaigns, with competitive cost per downloads compared to other mobile channels.”

Garanti has decided on testing and adjusting its marketing mix further as this campaign proved itself to include different channels to feed each other. “After seeing the bene t of TrueView campaigns on both awareness and conversions, we have been including YouTube in our media mix as an always-on channel.”

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