SOLUTION

Påmind asked the agency Ingager to help it educate people about its service and boost signups. Over the 2-month ad campaign, Ingager and Påmind set out to first inform customers, and then entice them to sign up. The campaign creative focused on fun and engaging video, with Ingager creating short animations that described Påmind’s service in a mobile-friendly format and conveyed the message clearly with sound on or off. First, brand awareness ads were shown to Swedish audiences aged 18–50 on Facebook and Instagram, and subsequently to further lookalike audiences based on people who had shown an interest in the ads or visited the website. Then, Ingager showed further video ads to people who had taken an action based on the brand awareness ads and signalled an interest in Påmind’s service. These ads featured a strong call to action to sign up with BankID, Sweden’s leading online identification service. To make the most of Påmind’s budget throughout the campaign, Ingager also:

• used exclusion targeting to avoid showing the ads to existing customers
• optimized campaign targeting regularly to divert spend to the best-performing audience groups
• boosted ad spend once the campaign reached the target cost per signup