Case Study - ICICI Bank - Class 1
Case Study - ICICI Bank - Class 1
Campaign
Brand Overview:
ICICI Bank, one of India’s leading private banks, is running a digital customer acquisition
campaign for its premium credit cards, targeting salaried professionals and business
owners in metro and Tier-1 cities.
Campaign Objective:
• Age: 25 to 45 years
• Monthly Salary: ₹50,000+ (Self-declared or uploaded salary slip)
• City: Mumbai, Thane, Navi Mumbai, Pune, Bangalore, Hyderabad, Delhi, Noida,
Gurgaon, Chennai, Kolkata, Ahmedabad
• Existing Credit Card Holder: Yes
• Employment Type: Salaried (MNC, Corporate, or Govt.), or Self-Employed with
ITR > ₹6 Lakhs
CPVL = CPQL + OTP Verified
• Impressions: 8,00,000
• Clicks: 12,000
• Ad Spend: ₹4,00,000
• Leads Generated: 750
• OTP Verified Leads: 500
• Qualified Leads: 320
• Qualified + OTP Verified (CPVL): 250
• Credit Card Approvals: 100
• Impressions: 3,50,000
• Clicks: 9,000
• Ad Spend: ₹5,00,000
• Leads Generated: 640
• OTP Verified Leads: 420
• Qualified Leads: 400
• Qualified + OTP Verified (CPVL): 370
• Credit Card Approvals: 160
Financial Data:
• CPI
• CPM
• CTR %
• CPL
• CPA / CAC
• ROAS
• CPQL
• CPVL
2. Compare Platforms:
Submission Format:
• Excel sheet with calculations
• Brief 1-page report with insights
• 3 bullet-point recommendations per platform