VTB and MGCom continuously explore and test new channels and placement strategies across both performance and brandformance formats. In March 2024, the MGCom team launched two campaigns on VK Ads to promote the VTB Online mobile banking app from RuStore, targeting increased new registrations while informing users about updated product conditions and offers.
- + 11.5%app registrations increase
- 4xlower registration cost
- 3xhigher user reach
Promotion goals
The team planned to boost new customer registration volume in the bank app by 10% compared to previous VK Ads campaigns while limiting cost increases to just 5%. As a secondary metric, they tracked CPM (cost per 1,000 impressions) aiming to keep it at RUB 100 maximum.
Mechanics
Within VK Ads, the MGCom team selected the Awareness and Coverage section, which provides tools for improving media ad metrics. For mobile app promotion, they chose “All formats” as their primary approach.
The team launched two campaigns optimized for impressions. Each contained one ad set featuring two different ads. To reach the most relevant audiences, the agency tested two targeting strategies: broad demographics versus anonymized RuStore user segment:
- Group 1: men and women aged 18 to 75 from Russia
- Group 2: men and women aged 18 to 75 from Russia who have RuStore installed
Creatives varied to highlight different bank advantages: some videos emphasized increased cashback rewards, while others showcased new app functionality. VK Ads automatically adapted video ads for placement across all VK projects and the advertising network. For budget management, the team used maximum impressions strategy — the system helped achieve the broadest reach within budget constraints.
Results
- Mobile app registrations with VTB Online from RuStore increased by 11.35%.
- Registration costs came in 4x lower than projected levels.
- Cost per 1,000 impressions met the KPI at RUB 100.
- User reach tripled versus previous campaign performance.
Alexey Vorontsov, Head of Mobile Advertising Automation at MGCom:
“We initially focused on building VTB Online brand awareness, expecting this would lift our dedicated performance campaigns. But this approach delivered something better — we hit our reach targets within CPM goals while generating new registrations at costs rivaling pure performance campaigns. We are definitely expanding this format with additional VTB value propositions.”
Denis Lazarichev, Head of Performance Marketing for VTB Mobile Apps:
"Our mobile app puts complete financial control in users’ hands: new banking products, transactions, account management, exclusive offers — all accessible with a few screen taps. When we tested this video ad format for VTB Online app promotion as a performance tool, we focused primarily on highlighting product updates and changes. The results beat our previous campaigns. We achieved true brandformance synergy — boosting product awareness while driving sales volumes that matched dedicated performance efforts."
Source: Sostav.ru