About
Sell personel loans through utilizing Instagram’s unique “take a photo and post it” concept.
Innovation presentation
First and only Instagram loan campaign in Turkey. 7 million people have Instagram account in Turkey and 20 % of them is upper middle income customers. In order to reach those customers we have combined the loan campaign with chance of winning gift voucher to take an attention. We used sponsored ads for promotion with animated video and 3 different posts.
We requested followers, who would like to benefit from lower interest rates, to take a picture of what they need and post it with the hashtag #bankamyanimda. 10 participants out of 20, whose pictures had been liked the most, won gift vouchers. Therefore, we wanted to reach out to the right customer base through Instagram where we have been acquainted with an upper- middle segment for our loans.
We launched the first campaign in November 2015 and reach 2.5 million Instagram user with 6.2 Million Video Views. Our followers increased 567% and 641 posts with a hashtag of #bankamyanimda were shared. The cost per loan granted through Instagram Personal Loan Campaign has been TRY 190 whereas the standard cost of a personal loan is around TRY 300. The Instagram Loans are 9% of the total consumer loans granted in the same period.
We are currently running the 6th consecutive campaign, especially for special days like Valentine’s Day, Bayram and New Year.
Uniqueness of the project
We are the first Bank in Turkey who combined loans and Instagram. There are 7 million Instagram users in Turkey and the higher average income of users and working mindset of the network make it an ideal social network for marketing.
After this campaign,we active leveraging Instagram as a significant acquisition channel; whereby we are currently running the 6th consecutive campaign.
We are in the process of converting our Instagram account to a regular sales channel especially targeting B and C socioeconomic state customer.
For 2017,our plan is to reach 5 % of total loan sold to be coming from Instagram.
We will continue our activities to be a leading player in the market for innovative solutions on social media that meet our customers’ expectations, investing in people and technology.
