How Citibank Used Owned Blog Content to Increase Consumer Engagement
Who Averaged Spending
With each piece of content (1.78X increase)
33.33% Next Action CTR
Citi’s Goal: Grow Consumer Engagement
Citibank’s goal for this campaign was to drive engagement to their “Life and Money” blog, as well as increase positive brand consideration by understanding what’s resonating with consumers.
Our Solution: Use Owned Content to Target Already-Engaged Consumers
inPowered amplified owned articles from Citibank’s “Life & Money” blog to further engage consumers visiting their website, while also creating a pre-qualified pool of consumers interested in specific topics for future content creation strategy. inPowered’s AI-Powered Content Distribution platform allowed Citi to analyze 150 variations of ad permutations by testing various headlines, images, audience interests, and demographics; optimizing the campaign in real-time to attract new audiences more than 3x more efficiently than before. inPowered’s technology then showcased the right call-to-action after 15 seconds of engagement to further engage individuals to read more content across the “Life & Money” blog.
- 9 Average Hours Spent Onsite
- Reduced Cost-Per-Engagement by 62%
This campaign amplified 20 articles directly from Citibank’s owned blog, “Life & Money.” The promoted stories focused on a variety of topics focused around financial mindfulness and self-care, including “Practice Self-Care Without Breaking the Bank,” “3 Methods for Splitting Rent and Living Costs,” “How to Set Yourself Up for a Successful Week Ahead,” “4 Steps to Simplify Weeknight Dinners” and “7 Smart Financial Habits to Start Now.”
Citibank used inPowered’s AI-Content Distribution to run 150 different ad permutations solely thru the Taboola distribution platform, using data collected thru years of machine learning, to identify users that were actively engaging with their content. They analyzed each piece of content with a wide-varying audience, which included:
- Men and women.
- Six specific age brackets 18-24, 25-34, 35-44, 45-54, 55-64 and 65+.
- Users on mobile devices (iOS and Android).
- Interested in a variety of related topics including “Finance,” “Healthy Eating,” “Internet Technology,” “Family and Parenting,” “Home and Garden,” “Healthy Lifestyle,” “Mobile Phones” and many more.
- Living anywhere across the United States of America.
Using inPowered’s AI-technology, it was determined that the audiences most efficiently engaging with Citibank’s Life & Money blog were:
- Both men and women across the United States.
- Self-identifying as having a strong interest in “Life Hacking,” “Healthy Eating,” “Buying & Selling Homes,” “Personal Finance,” “Consumer Electronics” and “Beauty.”
With the primary goal of this campaign being to further engage pre-qualified users on Citibank’s blog, they utilized inPowered’s Content Distribution to apply “Related Stories” next actions across each piece of content to increase consumer interest and interaction. Using inPowered’s AI, they were able to determine that “How to Set Yourself Up for a Successful Week” and “Practicing Self-Care Without Breaking the Bank” were the two top related stories users were interested in reading next. By testing these various calls-to-action, it also allowed Citibank to inform and refine refining future content creation strategy by establishing a target audience they already know is interested in reading specific topics.