Choosing a model of cooperation with bloggers
Before contacting us in 2021, Otkritie already had experience working with influencers. But it was more of a media story, when investments are more aimed at metrics such as awareness and reach. Therefore, bank representatives were looking for a contractor who could attract opinion leaders using the CPA model.
Perfluence has been helping companies earn effectively with the help of micro-influencers for over 3 years. We have experience of cooperation with various business sectors, including the banking sector. We wordpress web design agency are especially proud of our large database of bloggers from all available social networks. Currently, our system has over 340,000 registered influencers ready to promote brands using the CPA model.
In order to identify the best players on the market, Otkritie representatives conducted three stages of testing companies and ultimately made a choice in our favor.
Writing an interesting proposal
For Otkritie Bank, this project was largely experimental. Therefore, at the start, there was no clear task. We had to conduct a series of tests with different offers and choose the offer that would be the most popular with the audience.
The first of them was a prize draw among subscribers. By registering a card using the blogger's link, a subscriber could win Apple equipment. After receiving the results, we started the first big project, which started in the fall of 2021. These were debit cards with a unique "superhero" design.
In February 2022, we started promoting credit cards with guaranteed rewards. Bloggers' subscribers were offered to spend 3,000 rubles using the card and receive the same amount from the bank as a reward. This became a good motivation for applying for the card, and the rate for bloggers for activation was very attractive. In the end, everyone was a winner: users received a decent ruble cashback for purchases using the card, and bloggers made good money on advertising.
This spring, large banks paused all such projects and did not attract bloggers. But we continued working with Otkritie without any pauses. This largely predetermined the success of the campaign.
The market is constantly changing, which is why it is very important to adapt to its current needs. It is necessary to focus on what the market and its participants need now, and not "stand your ground". In the campaign with Otkritie Bank, we successfully chose the rate for bloggers and incentives for potential cardholders. In the first months of 2022, our conditions were very relevant and in demand. In the second quarter, we saw a slight decrease in blogger activity and immediately adjusted the offer to respond to the changing needs of the market.
Attracting bloggers
In the spring of 2022, the blogging market changed. The cancellation of monetization on YouTube and disruptions in media budgets gave impetus to content creators to start looking for alternative ways to earn money from advertising. And one of them was cooperation with large brands on the CPA model.
When choosing an offer, bloggers give preference to projects with the most profitable promotions for subscribers, since it is the exclusive offer via the blogger's link that will be the final trigger for the target action. The quality and usefulness of the product for the end consumer are also important. Otherwise, no matter how hard the blogger tries, CPA cooperation will not bring high results.
It is also worth noting that Otkritie's banking products are on par with the market, and in some cases even ahead of it. As an example, the Otkritie bank credit card, which we promoted: free registration, a grace period of 120 days, free service forever, plus a cash incentive from the bank in the amount of 3,000 rubles for purchases for the same amount. The right strategy, flexibility to changes in the market, and a quality product - all together they gave a good result.
When developing an offer for bloggers and their audience, it was very important for us to maintain a balance. When collaborating with Otkritie Bank, we understood that, on the one hand, an offer from a blogger should be so interesting that a potential consumer would spend time on registration and activation of the card, and then make a purchase. On the other hand, we cannot give too many “goodies”. This way, we will attract people who do not need the card in the long term – they simply will not use it after receiving bonuses.
We attracted to this campaign primarily bloggers who demonstrated good results on other banking projects and were recommended for publication by our analytics. Among them are opinion leaders who specialize in the topics of "discounts and savings", "life hacks", "family" and "cosmetics". The geography of bloggers is Moscow, St. Petersburg, Kazan, Yekaterinburg, Izhevsk and Kemerovo.
To ensure that as many bloggers as possible participate in the campaign, we launched monetary incentives. This method helps maintain posting at a decent level, despite weekends or holidays. |
