Campaign effectiveness for a BNPL proposition

The Challenge

With the BNPL market experiencing significant growth, an established Neobank decided to enter the space offering a new BNPL proposition.

A national and regional multi-channel campaign had been planned to support the launch, and we needed to measure its effect on brand awareness in the mid to long term, as well as overall interest for the proposition.

The client’s budget was low, and we needed to come up with a cost-effective solution that met their objectives.

Our approach

We conducted an online survey with a nationally representative sample of the UK population, ensuring we boosted key sub-groups of target audience (age and region).

The fieldwork was timed to have an initial read before the campaign launched, as well as after the first burst, at the end of the campaign, and after the campaign.

The outcome

We were able to help the client monitor their brand awareness before and after the campaign to see how long it takes for the effect to wear out.

The survey helped us understand what’s worked well or less well from the campaign, specifically:

• We’ve identified what messages cut through, or not, and why.
• We’ve also recognised the key reason for product rejection being related to consumers’ needs.

Our AllVue online portal allowed the client to monitor findings throughout the fieldwork, and helped us speed up reporting time by focusing on conclusions and recommendations for their comms strategy going forward.