Strengthening The Signal

Challenge

Bancolombia is a major bank in Colombia, processing around 11 million transactions daily and serving over 30 million clients in Latin America.

In 2022, they created an in-house media team to integrate investment across all media and oversee all its media activities – and ultimately boost the visibility and differentiation of the brand. The team’s challenges included the measurement of their advertising campaigns across media forms to understand the impact of its activities on the bank’s audiences, and making real-time decisions based on this measurement.

Approach

Bancolombia began using Campaign Audience Validation™ to measure and validate the impact of its cross-media campaigns. The tool provides a single unified view of deduplicated audience reach and frequency across many media forms, reporting by channel and demographic.

We provided the client with to inform in-flight changes during the campaign to drive greater each and frequency and achieve the desired results.

Insight

Bancolombia ran a brand campaign with a focus on driving sustainability. The goal was to achieve a positive brand association with sustainability causes of over 70%, and to reach over 80% across various media channels. Kantar Media insights were used to achieve these ambitious targets.

Bancolombia identified three strategies delivered extraordinary results:

• Balancing act – After identifying that the 18–24 and 25–49 age groups had a lower reach, the bank adjusted its targeting and creative output on YouTube and Meta to focus on these particular age groups. Audience distribution became more balanced, with a total reach of 82% across channels, allowing Bancolombia to engage effectively with its audience and maximise impact across all segments.
• Play hard – With TV reaching its peak in the 40+ age segment, investments and formats were diversified to increase frequency within this group. This strategy helped boost cross-media reach to 92% with an average frequency of 15.
• Bet to win – To improve frequency in the 18–24 and 25–49 age groups, investments in video platforms were increased, resulting in a rise from 13 to between 15 and 18.

By the end of the campaign, Bancolombia had reached 15 million people with high frequency across both digital and traditional channels, and had made over 317 million impressions on YouTube, Meta and on television. The average frequency of the campaign was 20, and it achieved a cross-media reach of 95%.

Impact

Campaign Audience Validation™ allowed Bancolombia to unlock value by validating and optimising in-flight campaigns to drive greater reach and frequency across channels and screens.

Bancolombia has achieved an 86% positive brand association with sustainability causes and has reached 95% across media, exceeding its initial goal by 6 and 15 points respectively.