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

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About Banco Pichincha

Banco Pichincha is a leading Ecuadorian financial institution, controlling a 30% market share. It also has a presence in Spain, Colombia, Peru, Panama, and the United States.

Banco Pichincha logo

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.

The Results

By increasing the relevance in targeting, Banco Pichincha was able to increase trivia participation by 10 times.

From August 2021 to July 2022, they generated a total of 12,628,660 impressions at a CPM of €0.48 ($0.49 USD). They also collected 228,732 Tweet engagements at a cost per engagement of €0.11 ($0.11 USD), where engagements refer to the actions that fulfil the campaign objective.

 

Read the full case study  

Pichincha case study
“Our ongoing data analysis, the formulation of growth hypotheses, and the execution of experiments to validate them, were key elements to maximize the power of the community, which is very active on Twitter and follow our sponsored teams and athletes. The results of this exercise, along with a strategic segmentation, allowed us to grow from 366 unique users during the first trivia in August 2021, to 3291 in the last Richard Carapaz trivia, that took place last June.”
Patricia Banco Pichincha

Patricia A. Villarruel Gordillo
Content Director | Banco Pichincha

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