Banking on Impact: Société Générale Delivers Measurable Gains with Ogury Persona Intelligence

Context

Société Générale navigates a highly competitive financial landscape in France, with growing pressure from online banks, neobanks, fintechs, and investment platforms. As financial messaging becomes more standardized, the objective was to increase awareness and consideration among strategic audiences, and position the brand as a leading investment partner.

Société Générale partnered with Carat (part of Dentsu International) and Ogury to deliver a campaign designed to stand out in premium environments and engage high-value audiences through in-depth insights and tailored messaging.

Campaign

To deliver on this strategy, Société Générale activated a data-driven, multi-channel approach, combining Dentsu Audiences, partner data, as well as intent and contextual signals to engage high-value customers at scale.

It tapped into Ogury’s Persona Intelligence to translate Dentsu Audiences’ targeting criteria into a bespoke persona, ‘Informed Investors’, reflecting financially engaged individuals actively managing their assets. Alongside this, a standard Ogury persona, “Bank Switchers,” was used as a benchmark to contextualize performance and guide audience activation.

To effectively reach the ‘Informed Investors’ persona across diverse sites and apps — not just banking contexts — Ogury qualified audiences by directly asking visitors a few questions, like:

• Are you involved in making strategic or financial decisions for your organization? (Answer: Yes)
• Do you operate your own business or are you a small business owner? (Answer: Yes)
• Owning stocks and shares is an important aspect of my financial management: (Answer: Agree)

Creative messaging was tailored to Société Générale’s key investment offers—investment solutions, retirement savings plans (PER), and equity savings plans (PEA)—and delivered through high-impact video formats to ensure relevance across audience profiles while maximizing visibility and attention across premium environments.

Results

The campaign resonated strongly with the intended audience, delivering outstanding results across both media performance and brand impact. A Brand Lift Study conducted by third-party measurer Happydemics further confirmed its effectiveness.

+18pts Consideration for Société Générale Products*
39% of consumers exposed to Ogury personas indicated they would consider investing in Société Générale products, compared to 21% among non-exposed consumers.

Up to 50% Positive Brand Image*
37% to 50% of exposed consumers expressed a positive perception of the Société Générale brand.

+11% Attention Time**
The campaign achieved an average of 6 seconds of attention per impression, exceeding finance benchmarks by 11%.

*Happydemics Brand Lift Study | **xpln.ai 2025 Benchmark

“With this campaign, we were able to move beyond traditional audience definitions and work with more granular signals, enabling messaging tailored to our different financial products that better resonated with customers.

It allowed us to deliver a consistent, high-quality experience across environments while driving strong gains in both consideration and brand perception. A great example of how combining a more refined audience strategy with impactful creatives can deliver meaningful brand outcomes.”

Stéphane Aubin
Responsable Media Groupe Société Générale – France et International