Case studiesBanking
Teachers Mutual Bank
5,090% return on a single 6-week Term Deposit campaign for Teachers Mutual Bank, modelled as A$5.7M of multi-year Net Interest Margin (NIM) contribution from the deposit balances acquired. Three-stage prospect-to-close media funnel running across paid search, paid social and programmatic display, with the system scaling materially as performance held.
Outcome
return on a single Term Deposit campaign· Six-week campaign flight
Client
Teachers Mutual Bank
Industry
Banking
Region
AU
Engagement length
Six-week campaign flight
Services touched
- Search
- Social
- Data
01The challenge
Make a Term Deposit campaign clear its own NIM hurdle.
Teachers Mutual Bank needed deposit volume to fund the bank's accelerating home loan portfolio. Term deposits are price-sensitive, the rate environment was compressing, and the bank's positioning as a teachers' mutual gave it community trust but no inherent rate edge against the Big Four.
The brief was direct: build a Term Deposit acquisition campaign that delivered enough deposit balances, at acquisition cost low enough, that the NIM earned across the deposit holding period made the campaign economics work. The number to clear was not just cost per acquisition. It was campaign cost against modelled multi-year NIM contribution from the balances acquired.
KPMG mutual sector NIM
The hurdle the campaign was modelled against
02The approach
Three audiences. Eight channels. One product.
The campaign architecture ran three parallel audience strategies, each with distinct creative, intent profile and channel allocation. Working media at a blended A$2.43 CPC, scaling materially through the engagement as performance gave the business case to keep investing.
Prospecting
monthly clicks
In-market term deposit shoppers and community-trust audiences (teachers and education-sector custom segments).
Google Ads · Facebook · Programmatic display · Instagram
Remarketing
monthly clicks
Recent site visitors who had landed on the Term Deposit pages but not converted, with product-benefit messaging and offer dates.
Facebook Remarketing · Google Display Network
Closing
monthly clicks
Highest-intent segments — shopping-cart drop-offs, multi-page-views, current customers via CRM data — with strong CTAs and date-specific deals.
Facebook · Display
Working media reach per audience · blended A$2.43 CPC
03The result
What the system actually returned, on a single 6-week flight.
The deposit balances acquired by the campaign were modelled at the KPMG-disclosed mutual sector NIM of 2.03% and a 3-year average deposit holding period. The economics held strongly enough that the campaign architecture scaled through the engagement as the unit returns kept compounding.
The deposit-acquisition system this campaign sat inside of contributed to TMB's audited 16.3% retail deposit book growth in the same period, against a mutual sector deposit growth rate of 10.5%, a 1.55× outperformance evidencing that the campaign architecture wasn't a one-off.
On a single Term Deposit campaign.
Single 6-week campaign
Modelled multi-year NIM
TMB
16.3%Mutual sector
10.5%Deposit balances modelled at the KPMG-disclosed mutual sector NIM of 2.03% over a 3-year average deposit holding period. Sector growth rate per audited industry benchmark.
The deeper outcomes
Behind the headline metric.
- A$5.7M modelled multi-year NIM contribution from a single six-week Term Deposit campaign (5,090% return on campaign investment)
- Three-stage prospect-to-close funnel across 8 channels, scaled materially through the engagement as performance gave the business case to keep investing
- Estimated 24,722 monthly prospecting clicks across Google Ads, Facebook, programmatic display and Instagram at a blended A$2.43 CPC
- Estimated 5,556 monthly remarketing clicks targeting Recent Site Visitors on Facebook and Google Display Network
- Estimated 2,847 monthly closing clicks against shopping-cart drop-offs, multi-page-views and CRM-defined current customers
- 1.55× sector deposit growth outperformance across the broader engagement period (TMB 16.3% vs mutual sector 10.5%)
In the work
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