Case Study: Santander Brazil achieves 7X return on ad spend and 52% more qualified leads with Facebook

Santander Brazil - Customer Case Study

Santander Brazil, the country's third-largest private bank with 32 million customers and 3,000 service locations, sought to increase sign-ups for its pre-approved personal credit while avoiding wasted ad spend and the frustration of showing offers to customers who weren’t eligible. The main challenge was delivering a pre-evaluated digital audience to improve acquisition efficiency and customer experience.

Santander ran an exclusive Facebook campaign using managed Custom Audiences (via Facebook Marketing Partner Experian) and lead ads to target only customers likely to want pre-approved credit, with simple business-themed creative. The campaign delivered a 7X return on ad spend versus recent campaigns, reached 81% of its target audience, and produced 52% more qualified leads than campaigns that redirected people to the website, while reducing wasted impressions and lowering acquisition costs.

Santander Brazil

Gabriele Canettieri

Superintendent of Advertising and Digital Marketing