Experian
How we helped Experian achieve KPI's within budget
Experian South Africa
How we helped Experian achieve KPI's within budget
Experian South Africa
Brand Awareness
Establish Market Share
Increase User Base
Experian SA launched a new brand into the market called ‘My Credit Check’ with the aim to start serving the B2C market through providing free credit reports. They had ambitious targets and KPI’s to meet over the desired period. The KPI was to hit a specific number of ‘free credit report sign-ups’ within a budget available in the desired period. There were other KPIs that we had to meet but hitting targets for the new user registrations was the key focus in terms of our resource and budget allocation.
Experian is a global organization with a range of fascinating business areas, powered by the latest technologies and cutting-edge solutions. Their team seeks to experience many different opportunities, assignments, and roles within their own business area and in their other divisions locally and around the world. In South Africa, Experian has always been known as a B2B business that focuses on providing credit bureau data as a service to its customers.
Our focus included a push-and-pull marketing strategy to enable us to look at the whole user funnel from the awareness stages down to the final decision-making stages. This entailed a mix of channels from social performance ads (Push: Facebook & Instagram) down to Google ads (Push & Pull: Search, Display, and Performance Max). The correct ad, channel, and budget allocation proved to be successful in running an integrated paid media performance campaign. One of the secret ingredients in our campaign was our creative strategy and refreshing creative monthly while testing the different messaging to see what works and what doesn’t work from a performance perspective. Alongside paid media, we had an SEO strategy to capitalize on the existing organic demand from the B2C target market for free credit check reports which assisted us in scaling the desired growth over time for this specific client.
The My Credit Check blog has seen fantastic growth as we see large increases in users finding the blog through related articles in the Google search results in pages. Regular articles that have been optimized are posts and they’re seeing month-on-month improvement.
By opting into Facebook Advantage Plus features, the campaign was also extremely efficient, leading to over 100% increase in leads at a 40% lower cost per lead compared to previous year.
With an update in keyword expansion and Dynamic search ads the, the campaign grew its leads by 30% year-on-year at a lower cost per lead of 27% YOY.
