Financial brand achieved 104% more web traffic and 1.4x greater consideration

Strengthening brand value and customer loyalty with First Party Data

In a highly competitive financial services market, one Québec-based financial institution sought to reconnect with its audience and reinforce the value of its offerings. By leveraging Bell Media’s Strategic Audience Management (SAM) and First Party Data, the brand activated a campaign that delivered strong results in engagement, brand lift, and website performance.

Connecting with customers through data

Using Bell First Party Data, the institution crafted a custom audience segment aligned with its brand and strategic priorities. This segment was defined by relevant consumer behaviours and demographic attributes, ensuring that marketing efforts would resonate with the right viewers.

The campaign was delivered using SAM, targeting channels aligned with the audience’s preference. The combination of reach and precision proved to be a winning strategy.

Positive brand perception and recall

The campaign’s impact was measured across key brand KPIs using an exposed vs. control methodology. Results showed strong audience connection:

• 53% ad recall among exposed viewers (well above YouGov benchmarks)
• 1.4x greater likelihood to consider and recommend the brand
• 41% of exposed viewers appreciated the ad
• 35% held an excellent opinion of the brand
• 63% agreed the brand stands out for the quality of its products and services

Proving data-driven audience engagement

Bell Attribution Insights provided concrete evidence of behaviour change, confirming that the campaign improved brand perception and drove real actions:

• 104% more website visits among exposed households compared to unexposed
• 72.2% of the brand’s web traffic came from exposed viewers
• 66.9% of SAM customers were exposed at least once during the campaign
• The campaign delivered a strategic audience index of 132, exceeding campaign delivery expectations

Conclusion

Backed by the full power of the Bell Marketing Platform, this financial brand successfully revitalized its marketing efforts, increased brand awareness, and boosted positive perception while confirming the effectiveness of its data-driven strategy. From audience targeting to measurement, Bell Media provided an end-to-end solution that helped the financial institution drive meaningful customer engagement and consideration in a competitive marketplace.

Source: Bell First Party Data/Bell Attribution Insights and YouGov Canada Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.