International Private Bank

This international private bank had a desire to better understand their customers and their needs, enhance and expand their client base, position their brand and foster an internal culture.

The challenge

This bank was looking to improve their understanding of their High Net Worth (HNW) and Ultra High Net Worth (UHNW) clients, in order to work out how to better meet their needs and how to communicate with them effectively. The bank was also looking to further enhance its brand image both inside and outside of the company.

The Approach

Starcount conducted a full segmentation of their customers across the UK. This provided insight into who these clients are, what they were looking for and how to best optimise how the bank communicates with them. Starcount was then able to begin developing profiles of the bank’s customers, based on their individual needs and mindsets. By analysing real time and behavioural social connections, it became possible for Starcount to discover 400,000 High Net Worth individuals, both deeply embedded in the investment market and with interests aligning with the bank’s brand ambassadors. Having identified these possible individuals, corresponding with the Bank’s current clients, and working with the brand objectives, Starcount created customised messaging and relevant content based on this motivational segmentation, used to target these individuals.

The Impact

Combining ground-breaking data science with innovative thinking, the campaign transformed the way this bank communicates with current and potential customers and provided a unique method of identifying prospective clients, dramatically boosting engagement.

Results

Identification of 400,000 HNW individuals.

Engagement with these prospective clients 17.5 times higher than programmatic targeting

The cost of the engagement was reduced from £12.66 to £1.04 and web traffic increased by 325%.

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