Client: Tyro
Industry: Financial Services
Services Used: Digital Marketing Strategy through Meta, Native and, Programmatic TV
Outcome: Successful IPO on the ASX in 2019
Budget: AUD 5 million per year
Background
Tyro is a prominent provider of innovative payment and banking solutions in Australia, known for enhancing business operations with superior technology, people, and partnerships. As Tyro prepared for its Initial Public Offering (IPO), it was essential to meet ambitious sales and marketing targets to ensure a robust debut on the Australian Securities Exchange (ASX).
Challenge
With an annual digital marketing budget of AUD 5 million, Tyro aimed to achieve an efficient Cost per Acquisition (CAC) of A$200 and increase its brand visibility in a competitive marketplace.
Solution
I was tasked with overhauling Tyro’s digital marketing strategy to meet these objectives. My role involved:
Revamping Meta Strategy: I redesigned the advertising campaigns on Meta, focusing on refining targeting and creative elements to lower acquisition costs and boost user engagement.
Testing New Channels: To broaden Tyro's advertising spectrum, I initiated the use of native advertising. This strategy accessed new audience segments and minimized reliance on conventional digital channels.
Launching Programmatic TV Campaigns: To enhance brand awareness, I launched Tyro’s first major programmatic TV campaigns. This approach leverages my expertise in the Australian media landscape to blend the extensive reach of TV with precise targeting capabilities.
Results
The strategic initiatives were highly successful:
- Achieved Target CAC: The CAC goal of A$200 was achieved, optimising the effectiveness of the marketing budget.
- Largest IPO by Market Capitalisation: Tyro’s IPO was recognised as the largest by market capitalisation on the ASX in 2019, underscoring the success of the marketing strategies implemented.
Conclusion
The comprehensive digital marketing strategy devised for Tyro significantly exceeded the pre-IPO objectives, illustrating the impact of innovative marketing techniques in achieving substantial business outcomes. This project exemplifies my capability to develop and implement effective marketing solutions that align with corporate financial goals and market expansion.
