Saudi’s STC Bank, in partnership with UM and Platformance have revealed details about a campaign that involved a three-layered approach of organic posts, influencer activations and paid amplification to raise awareness about its transformation from a digital wallet known as stc pay into a full-fledged bank.
For this campaign, Platformance built on STC Bank’s existing organic posts and extended it with targeted paid media activations, through paid media amplification on X ads manager as well as through influencer activations.
Influencers helped drive additional awareness and visibility, complementing the paid amplification on X.com. These influencers were selected based on their track record of producing engaging content and, above all, posting frequently on X.com, demonstrating that they were actively interacting with their audience.
Commenting on the campaign, Devendra Pandey, Digital Manager, UM MENAT, said, “Partnering with Platformance on the STC Bank campaign was truly impactful for us. Their cohesive, three-layered strategy on X.com – blending organic content, paid amplification, and creator-driven storytelling, unlocked the scale and engagement we were aiming for.”
Pandey added, “The collaborative approach not only elevated our reach and performance across key KPIs but also demonstrated how smart integration of influencers and paid media can meaningfully transform outcomes for a major brand shift like STC Bank.”
The campaign was successful, resulting in a 28 per cent uptick in impressions and a 19 per cent increase in unique reach compared with organic-only campaigns.
This validated the approach of using paid media in combination with influencers to unlock more scale.
The campaign also witnessed 24 per cent high engagement rate compared with organic-only posts, with influencer content outperforming brand posts, proving the power of curated creator content in swaying user sentiment.
It also witnessed 21 per cent higher video completion rates (VCR) than the brand’s average VCR, emphasising the connection built up with consumers.
All in all, the campaign focused on how STC Bank approached performance-led brand growth by rethinking its media strategy moving beyond visibility metrics to an outcomes-driven model that directly tied media investment to customer acquisition and business impact.
The campaign is particularly relevant in the context of how banks and fintechs in the region are evolving their marketing playbooks amid heightened competition and rising accountability.
CREDITS:
Client: STC Bank
Media agency: UM
Adtech growth technology platform: Platformance
