Feature Adoption
Feature Adoption
Feature Adoption
Feature Adoption

How Kapital Bank Improves Campaign Participation and New Feature Adoption

Kaan Uyanık
May 17, 2022

Founded in 1874, Kapital Bank is one of the biggest banks in Azerbaijan. With more than 3 million users, BirBank, the mobile app of Kapital Bank, allows its users to manage their bank accounts, organize their payments and benefit from many other services.

Kapital Bank positions itself as one of the most progressive banks in Azerbaijan and as an early adopter of and pioneer in the digitization of financial services. Therefore, it aims to accelerate this transformation by investing actively in mobile technologies to ease their customers’ mobile journey and reach them anywhere, anytime.

Challenge #1 – New Campaign Communication on the Right Spot

Kapital Bank frequently launches different campaigns with various benefits for their customers from cashback programs to bonuses. They were mainly utilizing paid channels to convert their users and increase the campaign participation rates. Yet, it was a challenge to communicate these campaigns where it mattered the most: When the users were already in the app and more likely to participate.

Therefore, Kapital Bank marketers needed an in-app channel that would allow them to communicate these campaigns seamlessly, in an engaging way.

Challenge #2 – New Feature Adoption

Banking and finance apps inherently contain rich and complex features and Kapital Bank’s mobile app is no exception. It has many features, each of which addresses a specific user need. All are, in fact, there to help the customers to make the most of this mobile app. Yet, the irony was the difficulty of their discovery! Kapital Bank was struggling to find the most effective way to introduce these new or existing features.

Since feature adoption is crucial for retention and loyalty, BirBank wanted to overcome this challenge and make their customers discover the feature that they were looking for without any hassle.

How did Storyly change the picture for Kapital Bank?

Taking into account the above-mentioned challenges, Kapital Bank believed in the power of the story format and the interactivity that Storyly can bring to the otherwise one-way communication structure of the mobile app.

As users are already used to consuming the interactive story format, Kapital Bank integrated Storyly into its mobile app, BirBank, to change the course of the game, and renew the communication journey with their customers with addictive and mobile-native stories. The results were imminently visible and exciting!

“We needed a solution to increase the time our customers spend in the app and notify them regarding our new services in an engaging way.” - Tarlan M. - Kapital Bank Digital Marketing Expert

Solution #1 – Campaign Stories: The Answer to Drive a Greater Campaign Reach, Higher Engagement and Participation Rates!

Kapital Bank used Storyly to launch its new campaigns with app stories. As BirBank announced these campaigns on various channels including social media, they brought the same content to their app in story form thanks to the social media import function of Storyly. The immersive campaign stories on the app were seen millions of times by BirBank customers. The full-screen video stories further drew interest to these campaigns!

As a single example, when launching a new credit card campaign, Kapital Bank announced it using stories and the campaign participation rate has been improved by 64%! For the “Cashback Program,” Kapital Bank reached 50% of their customers via stories with around 40% CTR in the first week of the campaign. Compared to push notifications which have a 57% opt-in rate and 4% open rate, stories have proved to be a more effective tool to reach customers.

“With its interactive features and mobile-native experience, Storyly brought outstanding results on reach & engagement metrics, surpassing any other channel we use.“ - Tarlan M. - Digital Marketing Expert – Kapital Bank OJSC

Solution #2 – Feature Stories: The Easy and Efficient Way of Announcing New Features and Services!

BirBank has announced its new features with stories to encourage their users to try them out. With a few steps, Kapital Bank marketers have created onboarding stories to use the power of mobile-native and rich content to communicate about their newest updates.

After a new service or feature was launched, they have published “how-to” stories introducing its benefits and how it’s used. New feature stories have enabled BirBank to achieve long-term engagement by increasing feature activations.

BirBank’s journey with Storyly has just begun. With each new Storyly feature, there will be more success stories to tell together.

Do you want to increase your retention as FOCUS Online did?

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