How Banco Pichincha increased campaign engagement by 10x with more accurate audience segmentation targeting

The Challenge

Sponsorships are no longer just a tool to build mass awareness – when engaging audiences, they can also deepen connections between fans and brands through unique experiences.

This is the exact goal Banco Pichincha had in mind when they developed El Diez de la Trivia and Trivia de Oro to enhance sponsorships with football teams such as Liga Deportiva Universitaria de Quito, Barcelona SC, and Universidad Católica and with the Ecuadorian cyclist Richard Carapaz, respectively.

However, Banco Pichincha’s initial audience target was too wide resulting in engagement tactics that weren’t reaching the right people.

The Solution

Banco Pichincha used Audience Manager, a network graph analysis function of Audiense Connect, to create Custom Audiences of creators and amplifiers. This allowed them to focus their advertising on their unique audience more effectively.

For the Richard Carapaz-themed trivia quiz, Banco Pichincha was able to create three distinct custom audiences:

1. An audience related to the sport
2. An audience of influencers for the first audience
3. An audience of “followers of”

Using the insights from Audiense, they were able to understand and analyze what their audience cared about to shape and evolve the trivia.

They identified the engagement metrics they could generate, which would allow them to take better advantage of sponsorships.