The Campaign

We carried out Brand Positioning work to quickly identify the key Reasons To Believe in OFX. From this we identified key triggers and barriers for usage of Money Transfer Providers versus Banks which helped us focus on three key areas: Specialists, Smarts and Trust. We came up with the strategy that focused on business smarts, money smarts and consumer smarts. We called it ‘Smart Move’. We settled on ‘Smart Move’ because it’s customer-centric and it matches smart people with a smart brand. It works on 2 levels of meaning: a smart choice + a smart way to transfer money. We worked with existing OFX user-data to determine the most frequent and biggest value reasons to transfer money overseas (emigrating, investment abroad, foreign property purchases, overseas education, weddings and holidays). We then created custom collateral based on these six reasons and where a person was in the customer journey.

Creative Execution

For each behaviour and level of OFX knowledge, we would serve a user custom creative based on what we knew about them, where they were and what they were doing. We generated over 500 creative formats that covered multiple media touch-points which were used in different ways at each stage: • Qualified: Introductory ad designed to educate the user about Why, Who and What OFX do through content video on FB or YouTube Pre-Roll. • Intending: Use 2nd/3rd party data to dynamically serve creative display messages based on the reason they were looking to transfer money. • Active: Creative display, FB, YouTube and mobile ads to sequentially retarget users by serving them the last transaction values they viewed to prompt them to register or transfer funds immediately.

Results

Reduce Marketing CPR Total marketing CPR for 6-month period reduced from $240 to $106 1,903 new registrations coming directly from paid media Implemented a test & learn approach with over 233 digital strategies narrowed down to 14 within 4 months Implemented dynamic remarketing banners seeing an instant 2 x increase in PC CVR Increase OFX marketing team’s ability to measure and optimise Real time dashboards built to house multiple data sources Optimisation cycle built weekly allowing rapid changes to both creative and media Build a measurable attribution model for all media and creative to prove ROI A custom time decay model was built designed specifically for the campaign period Using a unique code (GUID), OFX could track whether a user was cleared to deal, how many times they dealt and an average CVR. This gave us a value for each specific media channel and how valuable it was to OFX

This campaign used the power of data, across creative & media, to deliver messaging tailored to every step of the consumer journey. We understood precisely where prospects were in their journey to conversion and optimised continuously to achieve a reduction in the cost per registrations by over 50% whilst budgets were reduced by 49%.

Based on our ‘six reasons’, we identified the most relevant behaviours consumers showed online for each. This helped us focus on behaviours first, then corresponding media channels and creative messages. We then overlayed the second level of our strategy, how well consumers knew OFX. We recognised that there were three stages at which a user would enter into the OFX consumer journey. • Qualified: User has no knowledge of OFX but is likely to need a FX service based on showing one of our ‘reasons to transfer’ behaviours e.g. they’re a UK expat because they read bbc.co.uk/news, search for UK flights and follow Chelsea FC. • Intending: User online behaviour indicates an imminent reason to transfer funds abroad e.g. they are searching for exchange rates/money-transfer services, looking at competitor FX or bank sites etc. • Active: Users have recently visited OFX.com or responded to a paid ad.