Emakina Academy #11 : "members get members" campaign for Keytrade Bank
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Emakina Academy #11 : "members get members" campaign for Keytrade Bank

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Emakina Academy #11 : "members get members" campaign for Keytrade Bank ...

Emakina Academy #11 : "members get members" campaign for Keytrade Bank

An event organised by Emakina, the largest interactive agency in Belgium (www.emakina.com)

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Best one amanda_n14144@yahoo.com
    Hope you are in good health. My name is AMANDA .
    I am a single girl, Am looking for reliable and
    honest person. please have a little time for me.
    Please reach me back amanda_n14144@yahoo.com so
    that i can explain all about myself .Best regards
    AMANDA.
    amanda_n14144@yahoo.com
    Are you sure you want to
    Your message goes here
  • Hello dear My name is Miss samira,i saw your profile today and became interested , Please dear , i will be very happy if you can contact me direct with this my email (samiramuar@yahoo.com ) so that i will tell you more about myself and a picture for you to know whom i am (remember that distance or color does not matter but love matters a lot in life) . I hope to read from u soon , Thanks from Miss samira. samiramuar@yahoo.com
    Are you sure you want to
    Your message goes here
  • hello
    Am jessica, can i know you well ?,
    please contact me truth my e-mail inbox
    (jessicajohn22@ymail.com) and i will tell you
    more of me ok?, waiting!!
    cheers!!!!!
    Are you sure you want to
    Your message goes here
  • (lonelymercy@yahoo.com)
    Interesting,
    How's everything with you over there, I picked interest on you after going through your short profile here. I really want to have a good friendship with you. Beside i have something very vital to dis cause with you, but I found it difficult to express my feelings here, since it's a public site. Please i will like you to contact me, through my private e-mail: (lonelymercy@yahoo.com) So we can get to know each other better,and i will send you my picture and also tell you more about me OK!.Yours Friend,
    Miss Mercy Desmond.
    Are you sure you want to
    Your message goes here
  • Hello Dear
    My greetings to you,(latifua_kajas@yahoo.com.br)
    I want to first of all ask about your life which is so much important and i really hope that you and all around are all right and well sounded in good health,If so may thanks be to God almighty. i am very much sorry to border you but i will like you to know this I am miss latifua kajas,I have chosen you, because by doing Internet research on this site, I came across your address and it is as if a voice spoke to me telling me this is the right person,I have the feeling that this piece of mail will get to you in a perfect state of mind and in a better healthy condition. I believe and also have the feeling that in today’s world, neither race, nationality nor religion will any longer posse a barrier to male/female relationships. Although, we do not know each other well but I will really like to have you as a friend ,if that is OK for you.I am a single lady,i contacted you because i saw your contact and pick interest in you because you match mine,dear i will like you to understand me and to know about me very well,so please dearest waiting to reed from your sweet mail soon thanks and God bless Here’s Wishing you A Very Happy & Prosperous New day. May U have new Hopes, Dreams & Aspirations Thanks.Please mail me back to (latifua_kajas@yahoo.com.br)
    yours miss latifua?
    Are you sure you want to
    Your message goes here
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  • 1. Keytrade Bank “Members Get Members” Campaign Thibault de Barsy Marketing & Sales Director Keytrade Bank
  • 2. About Keytrade Bank •  Founded in 1997 as the first 100% online bank in Belgium •  Today, subsidiary of Groupe Crédit Agricole •  Present in Belgium, Luxemburg and Switzerland •  75.000 clients on the Belgian market •  Aggressive growth during the last two years
  • 3. Rationale for MGM (Members Get Members) •  Starting point : a very high customer satisfaction (according to a competitor’s study) •  Your customer is your best ambassador •  Prospects’ profile = customers’ profile = friends of your customers •  MGM = a catalyst
  • 4. Campaign Briefing •  Customer acquisition campaign: attracting new customers on recommendation of existing ones (« members get members » system) •  We banned mass media of any sort: pure « word of mouse » campaign (no TV, no radio, no print ad) •  Primary objective: thresold of 500 new customers for Keytrade Bank •  Time period: 15/04/08 – 27/05/08
  • 5. How it worked (1) •  Core principle: member sponsorship (« parrainage » / « peterschapsactie ») •  As a Keytrade Bank customer, you were prompted to invite your friends and relatives to open a bank account at Keytrade Bank •  For every new person becoming a Keytrade Bank customer, you and your friend received 20 euro as reward on your respective Keytrade Bank accounts (win-win deal). •  The more new members you sponsored, the more money you cashed in from Keytrade Bank.
  • 6. How it worked (2) •  Activation of Keytrade Bank customers through 2 channels: * Banner in your private account on KeytradeBank.com * E-mail sent to Keytrade Bank customers database (61.400 contacts) •  All the trafic was driven to a micro-website where you could send a message to your friends and relatives with a « send to a friend » form •  Possibility to personalize some parts of the message (« Dear X, … ») to increase the impact •  Each new client was identified by a unique promo-code contained in the e-mail template
  • 7. P.R. 2.0 approach (1) •  Press release on early results sent out one week before the end of the campaign •  Generated media coverage (La Dernière Heure, De Morgen) and some valuable buzz in the blogosphere •  The volume of search on “Keytrade Bank” also increased on Google (see next slide) •  The “word of mouth” also included classifieds, messages in forums and even Google Adwords from Keytrade Bank customers searching for people to sponsor → fed the viral effect and attract even more members
  • 8. P.R. 2.0 approach (2) “I registered eight blog readers and got 160 euro. Tell it to the world: I’m now a fan of Keytrade Bank” PWNT blog
  • 9. Results So, did we meet our objectives? •  2.258 customers invited 9.157 friends (average of 4 friends per existing customers who participated to this campaign) •  1.715 new customers acquired by Keytrade Bank = conversion rate of 18,6% = + 243% above initial expectations ! •  Only 6% of them had the quot;take the money and runquot; attitude (i.e. retrieved their 20 euro and dropped their new bank accounts) •  Total acquisition cost of each new customer : 54 euro (roughly 100% cheaper than the standard in the banking sector)
  • 10. Thank you! Any question? 22