Tapping into the World Cup hype to drive engagement across the globe
Services: Creative, Localisation, Paid Social
Skrill and Croud wanted to find a way to encourage customers to use the Skrill app to make more payments and transfers, in order to increase customer loyalty and ultimately lifetime value.
With Skrill’s core audience having an active interest in sports and gambling, the football World Cup provided the perfect opportunity to drive engagement with existing users across the globe. But with almost every brand looking to tap into one of the biggest events in the sporting calendar, Skrill and Croud needed to find a way to cut through the noise.
The Croud difference
The concept of the campaign was to reward users for using their Skrill account every 90 minutes of the World Cup. After using the app, users received a reward code, giving them the chance to win anything from cash to holidays. The only link to football was the prizes being claimed every 90 minutes, meaning that costs-per-click and CPMs across social were more competitive, as we weren’t competing for the same messaging as other brands.
To start with, we strategically selected markets in which there was traditionally a high sign-up rate for Skrill, but with low transactions. We combined this with market research, delivered by in-market Croudies, in order to identify those markets with a particularly high interest in football and football betting, so that we could focus on the most promising markets.
Croud’s internal creative and paid social teams came up with compelling messaging and video creative to be used across Facebook and Instagram Stories, complementing the promotion’s organic activity.
Over the course of the summer of football campaign, 93% more transactions were made via the Skrill app compared with standard campaigns over the same time period – and all at a cost-per-action that was 78% below target.
As well as driving impressive engagement with existing customers, the campaign also drove almost 8,000 new user wallet sign-ups across both Skrill and its sister brand NETELLER. Not only that but the campaign was highly commended at the Financial Services Forum Marketing Effectiveness Awards.
new users signed up
Croud’s steer and direction on the summer of football campaign ensured we were able to engage our customers on a global scale. I was particularly impressed with Croud’s ability to deliver innovative video creative that encapsulated the theme of celebration with a strong call to action. The feedback from the Croudie network gave us that extra edge, allowing us to tweak the strategy as we went which delivered impressive results.
Marketing Manager, Skrill and NETELLER