CASE STUDY: eBay boost uptake of consumer credit reports
Provided by eBay
Experian wanted to raise awareness of a 30-day trial of its new credit check offering across the widest reach possible.
What was the Challenge / Background of the Campaign?
Experian is a global leader in helping consumers and businesses monitor their credit report history to gain greater control of their financial and purchasing decisions. The company already supports over 100,000 clients in the UK across sectors ranging from financial services to home shopping, telecoms to utilities, media to property. Experian wanted to raise awareness of a 30-day trial of its new credit check offering across the widest reach possible.
What was the Campaign Objective?
The aim was to:
. use eBay's reach and advertising capabilities to drive uptake
. take advantage of strategic ad placement opportunities
. Exploit eBay's detailed knowledge of its user base to conduct deep research of eBay shopper's awareness and perception of the Experian brand, the results of which would be used to shape Experian's future advertising
What was the Solution?
Partnering with eBay Advertising, Experian were able to take full advantage of the powerful combination of targeted advertising and potential to reach millions of consumers who visit eBay every day in the UK. Experian became the first company to have co-branded ads placed in the leader board of the My eBay page - the main hub through which eBay's buying and selling community control their accounts. Through extensive research on brand awareness and perception, we worked together to develop more effective ways for Experian to engage eBay's user base.
What were the Results?
The campaign delivered some interesting results: - 30% increase in click-throughs for the new advertising creative, which was developed in direct response to eBay's detailed research - 1 in 5 shoppers said the co-branded ads made them more interested in Experian - valuable insights to help Experian shape its future adverting campaign - prompted awareness of Experian was nearly three times that of its nearest competitor - consumers aged 35-44 are most interested in their credit rating.
What were the Key Learnings of this Campaign?
Experian's strategic partnership with eBay demonstrates 'best practice' for the opportunities available for brands to work together to maximise reach and potential for advertising campaigns, and engage with its audience more effectively. The research showed that co-branded ads proved much more engaging. These findings provided rich and valuable insights for Experian which it was able to draw on in terms of shaping the creative for its next advertising campaign on the site.