Channel mix recommendations, budget allocation and flighting recommendations were based on a combination of:
- 2017 campaign performance insights (i.e. what worked well in the past)
- Seasonality and the competitive landscape
- Specific campaign objectives and targets
- Audience insights
We determined the best path forward for the savings account promotion was to maximize their investment in performance-based digital channels.
A detailed testing matrix was developed to evaluate the effectiveness of individual channel tactics, targeting layers, and creative performance.
Additionally, given the savings account offer effectively gets less attractive over time, we deliberately front-loaded campaign spend to increase reach at the start of the promo, to benefit from the drag effect as we moved through it.