The Objective
Deuna, Ecuador's leading digital wallet with over 4.5 million users, sought to strengthen its market position and increase brand visibility. Partnering with Aleph Ecuador, they aimed to leverage innovative communication strategies on Meta campaigns to drive further adoption and usage of their mobile wallet.
The Solution
Aleph Ecuador developed a "Brandformance" campaign on Meta focused on two key elements:
Augmented Reality (AR) Ads: Interactive AR experiences were integrated into the campaign to engage users and deliver the "What you love, buy it with Deuna" message in an immersive way.
Content Creators: Influential content creators, aligned with Deuna's target audience, were utilized to amplify the campaign message through authentic endorsements and relatable content.
To measure the impact of these strategies, Deuna employed Brand Lift studies with a Nested methodology, allowing for accurate assessment of both AR and content creator effectiveness.
The Results
The campaign successfully boosted Deuna's visibility and market positioning, achieving:
4.3 pts lift in Message Association: Content creators proved effective in driving association between the campaign message and the Deuna brand.
6.5 pts lift in Ad Recall: AR ads significantly enhanced ad recall, demonstrating the power of immersive experiences to capture attention.
1.3 pts lift in Action Intent: The combined strategy of AR and content creators contributed to a measurable increase in users' intention to download and use the Deuna wallet.
"With the Brandformance campaign, Deuna achieved a significant boost in its visibility, reaching millions of users and improving its positioning in the market. This strategic approach allowed Deuna to consolidate itself as the leading digital wallet in Ecuador, exponentially increasing its reach and reinforcing its presence in more than 380 thousand affiliated businesses."
Campaign Examples
