Global forex and CFD broker OANDA was looking for a strategy to convert an abundance of existing demo account holders into live funded accounts to increase efficiencies and save the sales team from nurturing colder leads while increasing live accounts and ROI and reducing CPL.
Fusion92 developed a multipart display messaging strategy to execute the remarketing campaign using specific creative messaging to re-engage users who had opened a demo account. The approach was to target demo accounts first to identify their trading level and guide users through appropriate messaging tracks. Audiences were segmented by levels:
The ads were dynamically populated to allow for message testing and the efficient execution of optimizations and were served in four states with different messaging and CTAs:
Stage 1 – Re-engage
Stage 2 – Educate
Stage 3 – Brand-support
Stage 4 – Direct Account – hard CTA to open a live account