As a digital-first bank, Emirates NBD’s CIE (Customer Intelligence and Engagement) team aimed to deliver a 5R marketing strategy, i.e., the right message to the right person at the right time — through the right channel and with the right offer. To achieve this goal, CIE invested in educating the creative and support teams, who didn’t always agree on what would work and had no objective way of knowing, after a campaign, which elements contributed to success or failure. Teams couldn’t predict which campaigns would do well, which made scaling their success difficult.
One representative experiment involved a carousel ad for a Facebook campaign. Persado analyzed the bank’s original creative and created a Persado-generated alternative that increased customer engagement by 133%.
In that campaign, Emirates NBD learned that: