Overview
Delivered a 2017 campaign performance report for MobilePay, Danske Bank's mobile payments product, showing paid social results well ahead of pre-campaign estimates.
Who This Is For
Consumer brands and payment or fintech products running paid social campaigns that need proof of performance. This case is most useful if:
- you set cost and reach estimates before a campaign but rarely check them afterwards
- you need results broken down by audience segment
- you run several creative variants and want to know which works for whom
- future budget depends on evidence from this campaign
The Challenge
MobilePay needed clear, evidence-based reporting on how its 2017 paid social campaign was performing against its own pre-campaign cost and reach estimates, broken down by audience segment.
Our Approach
We delivered a full campaign report.
- Cost against estimate: actual CPM compared with the pre-campaign estimate.
- Reach against estimate: average daily reach compared with the forecast.
- Segment breakdown: results by age and gender across three campaign videos, identifying the best-performing audiences.
Impact
37% cheaper than planned. Actual CPM was 62.79 NOK against a pre-campaign estimate of 100 NOK.
82% more reach than forecast. Average daily reach was 128,000 people against an estimate of 70,000.
Clear priorities for next time. The best-performing segments were women aged 18 to 44 and men aged 18 to 29.
A campaign report earns its keep when it changes the next brief. Segment-level results are what make that possible.
Delivered by a team at Making Waves (later NoA Ignite), engaged on MobilePay's 2017 campaign reporting. Any public information referenced here is used for identification and does not imply endorsement.
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