HBL
Generating leads that matter with Facebook Custom Audiences and lead ads

SUCCESS STORY

The largest Pakistani bank worked with its digital partner, Mindshare Pakistan, to carry out a 2-phase campaign aimed at raising awareness and generating leads for its loan product, resulting in a 20X increase in leads.

4X

reduction in cost per lead (compared to direct sales)

20X

increase in leads (compared to other digital platforms)

6 %

increase in average amount of loan

2 hours

to reach out to customers (reduced from the usual 5 days)

THEIR STORY

Largest domestic multinational

HBL was the first commercial bank to be established in Pakistan in 1947. The bank has grown its branch network and maintained its position as the largest private sector bank, with over 1,700 branches and 2,000 ATMs globally and a customer base exceeding 10 million relationships.

THEIR GOAL

Stirring interest for a new launch

HBL wanted to generate awareness and leads for its Personal Loan product.

THEIR SOLUTION

Banking on a cash cow

HBL collaborated with its digital partner, Mindshare Pakistan, to design a 2-phase campaign to promote the launch of its Personal Loan product. In addition to offering a quick time-to-market and easy-to-track results, Facebook also allowed the campaign to accurately reach a specific target audience—people who have salary accounts registered with HBL—via the Custom Audiences tool.

First, HBL and Mindshare Pakistan generated awareness for the Personal Loan product with photo ads to create interest amongst its target audience. Using automatic placements, the bank maximised its reach across the Facebook family of apps and services.

After creating awareness and interest, HBL and Mindshare Pakistan served follow-up lead ads to the same Custom Audience of salaried account holders it had built from its database. When people click a lead ad, the ad automatically fills in a lead form with the contact information from their Facebook profile, including name, email and phone number. Lead ads make it easy for people to sign up for more information and reduce drop-offs to generate more quality leads.

THEIR SUCCESS

Rewarding investment

Adopting Facebook as the digital marketing platform for the new product launch allowed HBL and Mindshare Pakistan to effectively and efficiently reach the right people. Between November 21–December 17, 2017, the campaign achieved: