Boosting neobank adoption: how Salt Bank scaled account creations with Video Action Campaigns

The Challenge

The primary business challenge was to sustain the high conversion volume achieved during the initial "Founder Program" launch surge. Salt Bank needed to keep new account creations flowing at a steady pace after the initial boom. The media challenge was navigating the complex decision-making process of the financial sector — users need multiple touchpoints and trust-building before committing, so the team had to find the most effective way to re-engage prospective customers and guide them from the informational website to the final in-app conversion.

• Sustain post-launch conversion volume after the Founder Program surge
• Long, trust-driven decision cycle typical of financial service
• Multi-touchpoint journey: educational website → Android app → account creation
• Re-engage prospects who had already shown interest, without inflating CPA
• Track conversions across web and app (Firebase) in one coherent funnel

Our Approach

We implemented a full-funnel remarketing strategy using Google Video Action Campaigns as the primary conversion driver. The website served as an educational hub to build trust, while the final goal was account creation inside the Android app, tracked via Firebase.

1. Video Action Campaigns as the main conversion engine, leveraging the immersive nature of video to retarget engaged users.
2. Tailored creative for prospects who had already interacted with the brand, reinforcing the value proposition at the decision moment.
3. Firebase-based tracking of in-app account creations on Android for accurate conversion attribution.
4. Integration into a wider paid ecosystem — Paid Search, PMax and Demand Gen — for a seamless journey from initial awareness to final in-app conversion.