Case Study: ING Bank Śląski achieves significant lifts in ad recall and brand awareness with Facebook

Increasing awareness of a cash loan product with Facebook ads

ING Bank Śląski, a major Polish bank serving retail clients, small businesses and corporations, aimed to boost awareness and online sales for its new one‑click cash loan during the competitive Q4 period. The challenge was to reach 20–35 year‑olds and change perceptions that loans are difficult, highlighting the importance of an easy, fully online process.

The bank ran Facebook and Instagram link and carousel video ads, using core, Custom and lookalike audiences and a reach‑and‑frequency approach to target young prospects cost‑effectively. The month‑long campaign delivered strong brand lifts: +14.5 points ad recall (18–24), +26.7 points ad recall (25–34), +10.3 points brand awareness and +11.1 points message association (25–34).

ING Bank Śląski

Jeremi Rybak

Marketing Expert