With performance channels under scrutiny, these marketers are testing out brand-first strategies

In response to economic uncertainties, marketers are shifting from traditional performance strategies while maintaining digital engagement. A notable case is Opensky's pivot towards a credit-building narrative, marked by launching a comprehensive brand campaign across various digital channels. This campaign leverages partnerships and sophisticated targeting methods while adhering to stringent banking regulations. The strategy has resulted in a significant increase in customer acquisition and conversion rates, signaling a broader movement among marketers to prioritize brand awareness alongside performance metrics.

The solution? Expanding its appeal to a new class of customers by repositioning and launching its first-ever brand campaign in April utilizing a full battery of digital and programmatic channels, from CTV to digital display, audio and paid social, as well as creator activity.

Key to reaching new customers was a partnership with DSP Quantcast using lookalike modeling to target a broader audience base without violating the strict advertising regulations surrounding banking products.

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