Financial services · B2C digital investments
BTG Pactual Digital: launch with 200x ROI and CPL at 30% of target cap
Quick answer
The launch of BTG Pactual Digital achieved a 200x ROI, with cost per lead at 30% of the planned ceiling. The result was driven by search-oriented naming, an awareness campaign, and a conversion journey powered by SEM, inbound marketing, and CRO.
Case overview
| Company | BTG Pactual Digital |
|---|---|
| Industry | Financial services and investments |
| Business model | B2C, digital investment platform |
| Scope | Positioning, launch, acquisition, and client team enablement |
| BGO2 Fronts | Branding, Growth & Revenue, CRM & Data |
The challenge
Positioning the bank's digital offering for a new audience, with the right identity, language, and user experience, bridging brand awareness to conversion.
The turning point
Built to be found from day one. The naming was designed for search, and the brand campaign led directly into a conversion journey.
What we did
- 01
Analysis of business goals, market, competition, technology, and digital ecosystem.
- 02
Search-oriented naming and an awareness campaign across multiple channels.
- 03
Lead generation and conversion with SEM, inbound marketing, CRO, and social media.
- 04
Training and strategy handover for the bank's team to operate with Adobe Marketing Cloud.
Results
200x
launch ROI
30%
of the planned CPL ceiling
What this case teaches
A launch needs to build awareness and acquisition while leaving the client with the capability to sustain the operation.
Frequently asked questions
- What does a CPL at 30% of the ceiling mean?
- Cost per lead came in at 30% of the maximum budget projected in the launch plan.
- Why train the client's team?
- So the operation can keep running after launch. The bank decided to internalize paid media and received both the strategy and the training.
Results recorded by the project leadership.
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