[JUDGING] Bankinter / Avant Money x Core
Section: Best Multiplatform Campaign - Paid
Organisation Name: Bankinter / Avant Money x Core
Campaign Questions
Name Of Brand Client
Bankinter / Avant Money
Campaign Name
Banking on a Social Reset
Personpeople Who Led This Campaign
Niamh Buckley
Do You Use Alt Text In Your Images And Caption Your Videos
No
What Objective For Campaign
Following an extensive pitch process, we took over Bankinter and Avant Money’s social activity in May 2026, spanning Bankinter Deposits and Avant Money Cards, Loans and Mortgages. Our ambition was bigger than simply optimising an inherited account: we wanted to redefine the role social could play in driving growth.
Our audit identified an account generating reach, but not always maximising attention, consideration or efficiency. Monthly campaign set-ups repeatedly pushed activity into Meta’s learning phase; prospecting audiences overlapped; restrictive interest targeting limited scale; and the same creative was often expected to deliver against very different objectives. For Deposits, we also found 20% of impressions YTD were not brand safe.
Our objective was therefore to transform social into a smarter full-funnel growth engine: expanding qualified audiences, earning genuine attention, increasing consideration and site traffic, and improving acquisition efficiency. Crucially, we needed to achieve this while strengthening the control, compliance and brand safety expected of a financial-services advertiser.
Outline Your Strategy For This Campaign
We started with evidence, auditing the inherited account before rebuilding social around one principle: make every impression work harder.
First, we simplified. Monthly campaigns became quarterly structures, reducing repeated learning phases and audience duplication while giving Meta more opportunity to optimise. Budget could flow towards the audiences and creative actually delivering results.
Second, we moved from buying reach to earning attention. A ThruPlay Video View objective was introduced to optimise towards people consuming our video message, while creative, formats, copy and CTAs were aligned to their specific role across attention, consideration and conversion.
Third, we challenged who we could reach. We expanded prospecting, tested first-party data and identified Retirees as a high-value opportunity for Deposits.
Finally, we expanded the social ecosystem. Bankinter launched on LinkedIn for the first time, using its professional targeting to reach a senior job role audience for Deposits.
Alongside tighter placement and brand-safety controls, we turned a fragmented set-up into a simpler, audience-led, attention-focused system.
What Were The Outcomes For This Campaign Metrics Next Question
Within months, the new approach transformed social’s contribution across the portfolio.
Consideration increased across every product: +209% Cards, +323% Loans, +66% Mortgages and +153% Deposits. Crucially, greater consideration came alongside dramatically stronger acquisition efficiency. Since taking over and implementing our audit recommendations, CPA reduced -80% for Cards, -68% Loans, -56% Mortgages and -79% Deposits.
We also proved the value of moving beyond passive reach. Introducing ThruPlay objective increased our VTR by 250%. To run the Thruplay objective we had to reduce the Reach objective by 50%. Despite this reach declined just 16% due to freq tweaks and strong campaign structure – meaning our investment was delivering substantially greater attention.
Audience experimentation created further growth. Our Retirees test delivered a €40.50 Deposits CPA, the lowest recorded since launch, while Bankinter’s first LinkedIn activity delivered CPLPV 64% more efficiently than peer costs.
And the impact went beyond platform metrics: a Meta Brand Lift Study reported increased ad recall and familiarity for Deposits, with a 99.5% likelihood that our campaign drove the increase.
What Are Your Metrics For This Campaign Real Metrics Please
Cards:
745 applications vs 251 YoY (+197%)
CPA fell from €45.02 to €8.92 (-80%)
LPVs increased from 4,202 to 13,863 (+230%)
CPLPV from €4.59 to €1.03 (-77%)
Loans:
1,448 applications vs 1,288 YoY (+12%)
AIP CPA fell from €73 to €23.06
32,302 LPVs vs 7,625 YoY (+324%), despite 8% less investment
CPLPV reduced from €5.52 to €0.81
Mortgages:
CPA €4.18 vs €9.58 the previous year (-56%)
22,087 LPVs vs 13,662 YoY (+62%), despite 60% less investment
CPLPV reduced from €4.00 to €0.82
Deposits:
Deposit conversions increased from 13 to 81 in May-July vs the previous three months (+523%).
LPVs grew from 23,830 in April, pre-takeover, to 43,478 in July (+82%).
Attention:
VTR rose from 5.37% in June to 18.62% in July following ThruPlay introduction, while average watch time increased 6 times over.
Innovation:
After the client shared with us that Retirees were the most valuable in terms of using the deposits product, we hyper targeted 55+ with typical retiree interests such as consulting and golf. After these optimisations were implemented the retiree audience delivered a €40.50 Deposits CPA – the lowest since launch. Bankinter’s first LinkedIn activity delivered CPLPV 64% more efficiently than peer costs. After the success on LinkedIn with Deposits message, we are now planning Mortgages activity for Aug-Sep on the platform.
Is There Anything Else You Want To Add Be Brief
What makes this transformation particularly significant is the speed at which it happened. We took over an established, multi-product financial-services account in May and, within months, had audited, challenged and rebuilt how social worked across the customer journey – while continuing to deliver live activity throughout the transition.
We didn't simply optimise an inherited account. We gave social a clearer purpose. Rather than expecting every channel and campaign to do everything, we defined the role social should play at each stage of the funnel and measured it accordingly.
That meant moving from reach to attention, from restrictive audiences to intelligent expansion, and from a Meta-only approach to new opportunities such as LinkedIn for Bankinter Deposits. Crucially, we were prepared to test, learn and adapt – our Retirees test ultimately delivered the lowest Deposits CPA recorded since launch.
Within one quarter, consideration increased across all four products while CPA reduced across all four.
For us, that is the real success: not one standout campaign, but a fundamentally better social system built to keep learning and improving.