BirBank integration and a joint campaign
We promoted the partnership that lets people buy lottery tickets in the BirBank app through digital channels. The goal was to turn the bank’s millions of users into new online players.
- Role
- Digital Channel and Marketing Manager
- Year
- 2025
- Partner
- BirBank
- Channels
- App, social, push, e-mail
The integration was ready, users did not know about it
The technical integration gave users a new option, but a new feature in a banking app does not get used on its own. Communication had to balance two brands’ audiences, tone and rules.
Goals
- Reach the bank’s active users about the integration
- Make the first purchase simple and clear
- Measure each channel’s contribution to new players
How we did it
Shared plan
One campaign calendar for both brands’ channels.
Message
A one-line value proposition and a step-by-step first purchase.
Channels
In-app banners, push, social and e-mail.
Measurement
Channel contribution through campaign codes and UTMs.
Results in %
- +[X]%new online users
- +[X]%purchases through BirBank
- [X]channels in the joint campaign
A partnership starts not with the integration, but when a user first uses it.