Sustained 60% engagement rates for snackable, time-filling financial services information

Santander uses iadbox to profile user interest in banking products and services

About the company
The Santander Group is a Spanish banking group centered on Banco Santander and is the largest bank in the Eurozone by market value. It is one of the largest banks in the world in terms of market capitalisation.


Actions
A 3 month financial services channel was created to validate customer interest in a personal financial mobile information channel: Banesto, a Grupo Santander brand, ran a personal financial channel as a proof of concept service to measure user interest and to deliver user profiles. The channel included weekly information messages on subjects such as investment advice, savings advice and business services. Each message included profiling information for subsequent re-targeting.


Results
9,000 users signed up for the channel in week one
Consistent 60% engagement rates
Each week the audience grew as the information was perceived as valuable content
Grew 60% to 15,000 users within 12 weeks proving interest in snackable, time-filling and valuable financial content
Users profiled for interest in concrete financial products