|Emirates NBD (ENBD) won the Best Use of Big Data in Customer Strategy at the RBI APAC Awards 2022 for its Multiplier Effect (ME) next best action strategy using big data techniques to drive personalization, satisfaction and profitability at the bank. It also won the Best Social Media Campaign and the Best Use of Influencer Marketing at the annual awards held on 23 June.
The #FastWithFriends project uses influencers to encourage social cohesion and understanding during the muslim holy month of Ramadan in Dubai, United Arab Emirates (UAE). It encourages non-muslims in the very diverse Dubai community, which has 8.84 million ex-pats and 1.15 million Emiratis, to join the fast or at least be aware and respectful to those who are fasting.
Ramadan requires muslims to abstain from food and drink from dawn to dusk for 30 days. Its impact is noticeable in everyday Dubai life as there are different rush hour timings, sometimes shorter work times, and people may be tired, as they eat at night, or hungry during the day, requiring increased understanding and awareness of culturally appropriate manners. This is what the #FastWithFriends influencer campaign seeks to encourage, while also soliciting donations to the Al Jalila children’s hospital, as one of the main tenants of Ramadan is to do social good.
ENBD partnered with UAE-based influencers who challenged their non-Muslim friends and followers to fast with them to raise awareness of the values of Ramadan. Rima Zahran; Hind bel Jaffa; Nourhan el Gouhary; Virdah Khan; and Manal Muffin all have large followings and participated in the campaign.
#FastWithFriends ran on a variety of social platforms and in various formats (Facebook, Instagram, Twitter, TikTok), along with the creation of a unique and measurable GIPHY to ensure personalization and active engagement. It was supported by a press release and accompanying bank social media efforts.
The campaign reach was 10m+ people and engagement with 1.34m measured.
Social media car, people empowerment & a new strategy pivot win recognition
The influencer campaign was one of many projects that won ENBD the Best Social Media accolade at the RBI Awards 2002, with the SaveWinDrive promotion another contributing factor. This was designed to celebrate the UAE’s national day on 2 December 2021 marking 50 years since the Emirates were founded in 1971.
For this Golden Jubilee a special edition Mercedes car with this name, only 50 of which were made, was offered to three savers at the bank. There were also 54 Breitling Aerospace watches available in the widespread promotion.
The #PeopleWithoutLimits empowerment program also contributed massively towards ENBD’s win in the social media category and was recognized as being particularly noteworthy. It highlighted the diverse community from around the world that has helped build Dubai over the last 50 years into the huge metropolis it is now with massive financial, tourist and other industrial footprints. The aim was to encourage people to think positively, empower and train themselves, embrace innovative thinking and see what individuals and collectives can do when there are #PeopleWithoutLimits.
A campaign across social channels and traditional billboards with hashtags, evaluator screens, bank branches and at the Expo 2020 park, held in 2021 in Dubai due to Covid-19, highlighted how Dubai and the UAE has advanced since its formation 50 years ago.
For example, launching a Hope probe to Mars recently, building the Burj Khalifa world’s tallest building in Dubai, and becoming the first in the region to host an Expo futuristic fair that showcases what humans are capable of now and in the decades ahead in the fields of science, technology, sustainability and so on. The campaign got:
The other main reason why ENBD won the Best Social Media trophy at the Awards was a reframing of its campaigns following the advent of Covid-19, which placed the emphasis on ‘no contact’ digital marketing and a pivot towards social media. This started with a marketing program for credit cards unveiled in 2019 that quickly had to be revised. ENBD responded by:
Optimizing the digital acquisition funnel through performance marketing and data-driven insights
The objective of the new framework was to control the rising the cost of acquisition on digital channels and optimize it by:
Apply ‘Personalization @ Scale’: this is a key pillar of the so-called 5R marketing strategy at ENBD that focus on identifying the Right Customer, Right Channel, Right Time, Right Offer & Right Message.
By using AI to aid personalization and targeted social media, customers learned about new products and the improved straight-through processing (STP) credit card application procedure, explaining that there was no longer any need to submit documents in-branch.
It was made plain that a user-friendly desktop and mobile website, or app, could be used to guide customers through the revised Covid-19 secure application process. This ensured faster document processing and quicker card disbursements. The lessons learnt by the pivot towards social media and how best to deploy it have been shared with other divisions of the bank.
Selected benefits of the social media pivot include an increase in website traffic by 30% and the digital share of business at the bank up by 10%. Other benefits include:
Best use of big data
The Multiplier Effect (ME) framework is a next best action strategy used by ENBD with big data techniques to act on personalization, propensity and profitability pillars. It has been deployed at the bank to drive satisfaction and profit by recommending targeted next best action tips to consumers or agents serving them, winning ENBD the Big Data Strategy RBI APAC Award.
The framework has also helped to better target and amplify the bank’s award-winning social media
campaigns, as described above. The end-to-end non- siloed ME framework ranges across the bank and solves three main problems:
Its initial deployment in the cards arena has delivered results, with a 15% uptick in incremental revenue opportunities. Examples of its use include: