Case Study: Vanquis

'In the past three years of working with OMG we have seen significant and sustained benefits to our campaigns and always found them to be proactive, professional and friendly to work with.'

Stuart Moffat, Online Marketing Executive, Vanquis

Background

Vanquis’ typical customers are consumers with poor credit ratings, lack of credit history or low incomes – they have a very different profile from those who apply for cards with more standard acceptance criteria.

Strategy

Starting from an understanding of Vanquis’ customer base, we began our campaign by selecting affiliates who were in a position to reach their specific segment of the financial services market. Since launch, we have built up a strong base of affiliates who can match this precise targeting.

We firmly believe that every affiliate needs to be treated differently. Applying this to Vanquis, we made recommendations for several bespoke-commission deals. These generated more high-quality volume from selected affiliates while ensuring that the client’s CPA targets were still met.

We have strong relationships with two affiliates who have achieved great success promoting via Facebook, the leading social networking site. Facebook ads can be targeted on keywords or on profile information such as age, location, occupation and interests. By sharing information on target customer profiles with our two key affiliates, we allowed them to optimise their promotional approach and further increase the number of accepted applications.

Results

As a result of our social media approach, successful applications from SM affiliates increased by 85% year-on-year.