Case Study: Bank Zachodni WBK S.A. achieves a 23-point lift in ad recall and increased brand favourability with Facebook

Reaching a wider audience with Facebook video ads

Bank Zachodni WBK, a leading Polish retail bank owned by Santander, wanted to boost brand awareness and modernize its image to better reach younger customers during the competitive Q4 period.

The bank re‑edited its TV commercial for Facebook and Instagram, running short 1:1 carousel video ads (10s max) that put the brand in the first 3 seconds and used on‑screen subtitles to suit silent mobile viewers. A Facebook brand lift study showed the campaign drove a 23‑point increase in ad recall, a 3.7‑point lift in brand favourability and a 15‑point rise in willingness to recommend among 18–24 year‑olds.

Bank Zachodni WBK S.A.

Wioleta Białowąs

Media Strategy, Digital Communication