Cyber Security Educational Campaign of DSK Bank

Content and Creative

Challenge

Living in an increasingly digitalized environment, DSK Bank realized that all these innovations bring with them certain risks and problems for users in dealing with the bank’s digital services.

Insight

A large percentage of consumers are particularly sensitive when using online payment services. To get more people to use digital services, you need to teach them how to use them and what to protect themselves from.

Execution

We started in 2019 with series of video posts for educational purposes on DSK Bank Facebook and LinkedIn pages.
The series were short named #cyberday

The Campaign

Considering the high user interest in this sensitive topic in 2020 we started "Safe on the Internet" - a full targeted campaign using video playlist covering 8 important Internet security topics.

We created different advertising formats (SoMe posts and banners) pushing users to a dedicated section on DSK Bank corporate website that collect the whole communication, serving as a textbook on online security.

The users could watch the full video series and also obtain detailed explanations of terms like "phishing", "pharming", "online shopping" etc.

Safe on the Internet

“Safe on the Internet” campaign aimed to educate and protect using the most accessible approach – video content.

It brought together a diverse mix of advertising channels:

– Facebook / Instagram (Image Ads, Story, Instant experience)
– Google (GDN: responsive search ads, YouTube: bumper ad)
– PR materials (banner to article + Free Distribution)

DSK Bank’s efforts in this area did not go unnoticed and were rewarded, leading other financial institutions to use this approach to inform their consumers.

The results:

3 300 000

Total impressions on Facebook, Instagram, Google, YouTube
3x

3 times more clicks and views compared to the initial scoped media plan
DSK Bank

Continued their mission to educate and keep customers safe and informed