Cofidis

The objective

Increasing consideration for a leading Italian digital credit service

Cofidis has been in Italy for over 25 years, offering simple, 100% digital credit solutions to more than 3.5 million customers. Cofidis Italy is part of Cofidis Group, founded in France in 1982. Guided by strong values: Innovation, Simplicity, Consideration, Responsibility, and Energy, Cofidis strives to build unique experiences that bring the future closer and improve people’s lives. ​

@cofidisitalia have an active organic presence on TikTok focusing on entertainment. The organic content strategy includes a range of educational content aimed at promoting financial and economic awareness, featuring trending topics and financial memes to spark engagement - covering topics such as credit, budgeting, and personal finance, with the goal of making financial concepts easy to understand and helping users make more informed, responsible decisions. ​

Having advertised on TikTok before with a standard lead gen campaign in July 2024, Cofidis has since upgraded to Smart+ with great results. ​

Working with their agency Digital Angels, and collaborating with Intarget on some of the campaign’s creative assets, Cofidis launched this follow-up campaign with the key objective of increasing considerations and conversions.​

The solution​

A tactical lead generation campaign with optimised audience targeting ​

The Lead generation campaign targeted users aged 25+ across Italy using TikTok’s Smart+ Audience targeting, in both Italian and English. Leveraging Smart+, Cofidis were able to efficiently target a high-quality audience more likely to convert, driving them towards achieving their KPI's: lead volume, CPL and lead quality. ​

Smart+ is TikTok's AI-powered performance solution designed to maximise returns by automating campaign management across targeting, optimisation and creative. The purpose of Smart+ is to increase performance, maximize efficiency and reduce creative fatigue by improving the targeting of different creative assets for optimal performance. ​

By applying Smart+ targeting to TikTok's lead generation campaign format, which gathers leads directly in the TikTok app via instant forms, Cofidis ran a strategic campaign focused on their end goal: conversions and considerations. ​

The content strategy for the campaign focused on highlighting product features - creating clear, informative and promotional content to showcase the value of Cofidis credit solutions.​

The results

Over exceeding campaign goals with a high-performing lead generation campaign

This campaign for Cofidis was a huge success, seeing a +113% increase in conversions, +195% increase in clicks and a 17% decrease in CPC. The combination of Smart+ audience targeting and an efficient lead generation ad format enabled relevant users to see the campaign and easily express interest without disrupting their in-app experience. ​

Through a strong synergy between creative assets, AI, and strategic support, Cofidis over-excelled on their campaign goals. The campaign allowed the personal finance company to unify prospecting, website retargeting, lookalike audiences and remarketing list uploads into a single, high-performing campaign. ​

By leveraging first-party data and automation for targeting, creatives and messaging, Cofidis reached high-intent users more effectively. This not only improved performance and conversion rates but also streamlined testing and saved valuable time through machine learning.​

The switch to SMART+ lowered the campaign's CPL and from the very first weeks the campaign recorded competitive performance, which enabled the business to scale their budget in-line with their learnings as the campaign progressed.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.