Facebook Chose to Include Ceska Sporitelna’s Marketing Strategy among Its Case Studies of Reputable Global Brands
The marketing story of Ceska sporitelna’s “Facebook mortgage” has become
a case study on Facebook’s global site.
Ceska sporitelna is only the second Czech company to have been included
among the “case studies” of global brands and serve as an example of product
sales via the social network Facebook.
Mortgage sales via Facebook also won awards in the FLEMA Media Awards
and Fincentrum Bank of the Year competitions.
Facebook acknowledged Ceska sporitelna’s marketing special, in which the
bank used the social network for direct mortgage sales, and featured it on its
global website among its case studies of global corporations, such as Vodafone
UK, Coca-Cola, Estée Lauder, and Audi. By this means, Facebook draws attention
to companies that have been able to exploit its resources uniquely and
creatively. In the case of Ceska sporitelna, it draws particular attention to
the sales model that the bank chose, listing specific results that the campaign
brought the bank. The start-up company ZOOT is the only other company from the
Czech Republic to have achieved such distinction.
“The keys to success were promotion that used Facebook API technologies
and motivating people to share our application. Thanks to our knowledge of
clients who visited either our Mortgage Centre’s website or the application
itself, we were able to create thousands of precisely segmented advertisements.
Essentially, we used all of the available information and technologies that
Facebook has to offer,” says Lukáš Burda, who is responsible for Ceska
sporitelna’s digital marketing.
On Facebook last summer, it took people a mere four days to win, for
themselves and other applicants, a mortgage with an advantageous interest rate.
Ceska sporitelna’s unique offer was conditioned on the minimum number of 250
applicants and a time limit of 14 days. That is why people shared the offer
with their friends and acquaintances, reaching the threshold within four days.
Last year, Ceska sporitelna sold nearly 800 mortgages over Facebook, in an
aggregate volume of 1.42 billion crowns. Currently, the bank is the most
successful Czech bank on Facebook, with over 43,000 fans. The bank is among the
leaders in responding to its clients’ inquiries on social networks – on
average, it responds within 35 minutes on Facebook.
Ceska sporitelna’s innovative approach was also rewarded by the
expert jury in the FLEMA Media Awards competition, in which Ceska sporitelna
won first place in the Best Use of Digital Media category; the bank also won
the Mortgage of the Year award in the Fincentrum Bank of the Year