FIS case study:
Hyper-targeted 1:Few campaign creates “More Than” a feeling
With the acquisition of payment processing company Worldpay, FinTech leader FIS had more to offer its customers than ever before. Problem was, the new Worldpay client base didn’t know about all the additional solutions FIS could bring to the table. Here’s how Marketbridge and FIS launched a highly targeted 1:Few ABM campaign that built awareness and drove action with key accounts.
A mission to change perceptions
For B2B retailers across the United States and around the world, 2020 was anything but business as usual. Facing significant and increasing complexity in achieving their goals—under the shadow of a global pandemic, no less—even some of the largest merchants have had to pivot, adapt and reinvent to stay in the game.
Keywords:
The plan takes shape
Working with Marketbridge, FIS launched a highly targeted 1:Few ABM campaign aimed at raising awareness, changing perceptions and building relationships with senior decision makers at 13 existing top accounts, including many of the biggest companies in the U.S. retail sector. We started by assessing the state of existing company/contact data across key titles and target audiences and mapped value propositions for each of our 13 accounts. Data gaps were identified and filled. Personas added depth and a human lens.
Account-customized creative connects and inspires
The lead creative was simple, smart and salient—and highly personalized by account. Through catchy, alliterative headlines, account-customized illustrations and brand colors that hailed the account without specifically naming it (at least at first!), the concept spoke to the power of reinvention for accelerated business success.
Early engagement sends strong signals
After only a few months in-market, this hyper-targeted campaign has delivered over 3.5M impressions and generated 10,000+ clicks—all from key decision makers at top-priority accounts. What’s more, all ad units are outperforming industry benchmarks, a testament to the power of such unique account-based personalization.
accounts targeted
impressions served
clicks generated
“This campaign has set the bar high for future FIS ABM 1:Few programs. The “More Than” concept provided a strong creative foundation to engage accounts in a highly personalized and scalable way. And that’s what best-in-breed ABM is all about.”
