Instagram case study: UBI Banca wins over millennials

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Italy’s UBI Banca captured millennials’ attention when it promoted its instalment credit card using ads in Instagram Stories, resulting in more than 300 direct enquiries in 3 weeks.

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Case study summary

• Italian bank uses Instagram Stories to engage 18- to 34-year-olds and promote the Hybrid instalment credit card

• 3 different immersive, full-screen video ads featuring sporting partners NBA and Juventus Football Club

• Ads targeted by age and interest and placed in Instagram News Feed

• Increased ad recall by over 250% and got 36,000 swipes to learn more about the Hybrid card

The challenge

UBI Banca is a household name in Italy, with 1,950 branches across the country and an international network driven by customer needs. The bank prides itself on blending tradition with innovation, offering a range of banking products and services, in-branch and online, with 22,000 employees and almost 4.5 million customers.

UBI Banca has used Facebook to build brand awareness since 2014, but it wanted to use Instagram to engage a younger demographic and create demand for segment-specific products, such as its “Hybrid” instalment credit card.

The solution

UBI Banca worked with digital agency Caffeina to design a campaign to engage 18- to 34-year-olds and promote the Hybrid instalment credit card. The goal was to capture attention and generate leads, so the team felt that Instagram Stories would be the perfect ad placement.
Caffeina helped UBI Banca create three different immersive, full-screen video ads, two of which featured high profile sporting partners NBA and Juventus Football Club. With an emphasis on attention-grabbing images and a strong call to action, the ads encouraged people to swipe to find out more about the Hybrid card.

Ads were targeted by age and interest and placed in Instagram News Feed, where they would appear seamlessly among other Stories. By placing their ads in a space where people typically browse for inspiration, UBI Banca was able to engage its target audience with the right message, in the right place and at the right time. This not only increased ad recall by over 250%, but also resulted in 36,000 swipes to learn more about the Hybrid card.

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