Commercial Bank of Ceylon partnered with Roar Digital to create an awareness campaign that would improve reach to the youth population (18-25) in Sri Lanka. The campaign used both static images and videos, edited to suit all placements, with ads that featured product benefits through a youth-themed creative strategy.

With the available age targeting option, the teams narrowed down the audience by age. The ads appeared on Facebook Feed, Instagram Feed, Stories, in-stream video and Audience Network. The Roar Digital team suggested reach and frequency buying and helped the bank plan its campaign for success.

The key challenge was measuring the effectiveness of the campaign. To solve this, the Roar Digital team partnered with the Meta regional team to conduct a Brand Lift test. This test measures the influence of ads by comparing responses of people who have been exposed to the ads with a control audience who has not. For this campaign, the Brand Lift test measured ad recall, top-of-mind awareness and standard brand awareness.