THE CHALLENGE

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.

THE SOLUTION

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:

Newbie

Active

General

 

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

THE RESULTS

31%

Increase

Live Accounts

57%

Decrease

CPL

31%

Increase

ROI

SAMPLE CREATIVE

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