Cliente: ViaCard
Challenge: Introduce the ViaCard brand into the digital environment through a series of campaigns over the years, migrating from traditional media to digital ads, especially Facebook and Instagram.
Approach:
Geolocation Targeting: Geolocation targets were used to direct campaigns based on location, effectively reaching people passing over Lisbon’s bridges.
Behavioral Targeting: Behavioral targeting was introduced to focus on commuters traveling between the south/north banks of Tagus river, refining the effectiveness of the campaigns.
Efficient Acquisition Costs: Over the years, campaigns achieved remarkable acquisition costs (CPA), reaching a historic CPA of €1 in the last campaign, providing notable financial efficiency.
Results:
- Financial Efficiency: We achieved a historic CPA of €1 in the last campaign, ensuring that the acquisition cost is covered in the very first service purchase, with a very high Customer Lifetime Value.
- Broad Digital Exposure: The digital strategy increased the brand’s visibility, consolidating its online presence and enabling an effective approach to the target audience.
Conclusion: ViaCard’s digital journey demonstrates not only a successful transition to the online environment but also solid financial results through efficient customer acquisition and an expanded brand presence. The project highlights the importance of effective segmentation and strategic adaptation to the digital medium to achieve continuous campaign success.
