Lunar

The Objective

After years of hyper growth, Danish banking app Lunar wanted to increase its brand awareness and appeal to new audiences to keep up its pace of new users joining the platform as it entered 2022. 

The Solution

Lunar and its creative agency, Åkestam Holst, teamed up with superstar actor and comedian Will Ferrell and built a universe around the fictional character “Will Power”, who advises consumers to take power back over their finances with Lunar. 

To help set the digital campaign strategy, Lunar partnered with Danish digital performance agency, Obsidian Digital. To increase brand awareness across the whole of Denmark and spread the campaign further than any other campaign Lunar had previously run on TikTok, they utilised In-Feed Ads with a reach objective and broad targeting, shifting focus from lower to upper-funnel KPIs.

The Results

Lunar’s campaign smashed their goals out of the park, achieving over 5.2 million video views and a 16% higher average watch time per person than their benchmark, indicating the videos were a great match for TikTok. 

Compared to other platforms, TikTok achieved a cost-per-mille 62% lower than other digital platforms, helping to efficiently spread Will Power’s message across Denmark.

By investing in brand awareness instead of solely performance-focused objectives, Lunar reached 80% of users in Denmark. To top it off, Lunar ultimately saw a 13% lower cost-per-install and 59% more app installs during the campaign period and the weeks following, affirming the power of top-funnel campaigns in propelling lower-funnel metrics.