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💡 Our Role: Led digital transformation and marketing strategy
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Project Description:
Directed a comprehensive digital initiative for Sberbank, targeting the increasing population of pensioners in Russia. Developed the "Active Age" website as a holistic platform offering financial services, online courses, job search tools, and an internet magazine, all tailored for the senior demographic. This strategic approach aimed to cement Sberbank's position as a lifetime partner for seniors, addressing daily needs and enhancing customer engagement.
Project Task/Challenge:
- Background: With 46.5 million pensioners in Russia and a market share of 64%, Sberbank faced intensified competition and market share erosion, alongside a decline in NPS from 60% to 55.1% by August 2020.
- Objective: To revitalize Sberbank’s market dominance among pensioners by improving customer retention, enhancing service offerings, and boosting overall customer satisfaction.
- Challenges:
- Market Competition: Increasing number of market players targeting the pensioner segment.
- Customer Retention: Rising customer attrition and decreasing NPS indicating diminishing customer satisfaction and loyalty.
Educational Impact: Launched the "Digital Skills School" reaching 6.5 million people, achieving 22 million video views, 68,000 website visits, and 8,000 participants with a conversion rate of 11.7%.
New Product Launch: Introduced a "Savings Account for Seniors," attracting 35,400 new clients in one month (+217%), with a cost per sale (CPS) of RUB 1,192.
New Product Launch: Introduced a "Savings Account for Seniors," attracting 35,400 new clients in one month (+217%), with a cost per sale (CPS) of RUB 1,192.
Project Solution:
Strategies Implemented:
- Website Development: Launched the "Active Age" website with features specifically designed for pensioners, such as financial tools, educational content, and lifestyle sections.
- Content Strategy: Implemented a comprehensive content strategy to deliver valuable and engaging information tailored to the senior audience.
- Search Engine Optimization: Enhanced the website's visibility through targeted SEO practices.
- Integrated Marketing Campaign: Rolled out a multi-channel marketing campaign encompassing TV, radio, and digital platforms to drive traffic and user engagement.
Website Development: Launched the "Active Age" website with features specifically designed for pensioners, such as financial tools, educational content, and lifestyle sections.
Case study Sber vs. fraudsters (TikTok)
Case study Sber vs. fraudsters (TikTok)
Results: