Bold

Context

Bold is a leading organization in Colombia that drives the local economy and empowers high-impact businesses through dataphones and innovative financial solutions. It supports SMEs and entrepreneurs with secure and agile tools, improving their access to financial services. Bold democratizes electronic payments, promoting financial inclusion and sustainable economic development in the country.

Objective

Bold began its relationship with TikTok looking for a strategic ally to communicate and generate results, focusing on the growth of its business base. Previously, the brand stood out through the use of the Smart Performance product, achieving a success story on TikTok that has evolved, demonstrating the effectiveness of the platform in product solutions, creativity, measurement and attribution analysis. Currently, Bold seeks to further optimize its advertising efforts and finds in TikTok an ally to advance in results, knowledge and creativity.

Solution

Through a close partnership between Bold and TikTok, anchored in a Test&Learn approach, we conducted multiple studies and tests to enhance results within a full-funnel strategy. Over several months, we iterated on both upper and lower funnel tactics using Brand Lift Studies (BLS) and Conversion Lift Studies (CLS), alongside split testing of specific hypotheses.This full-funnel strategy was supported by:

• A/B testing, focused on creative adaptation and platform tactics.

• The adoption of TTCX to optimize performance and integrate product solutions such as TopView into the broader strategy.

• A structured Learning Agenda, guiding the testing process and validating hypotheses through measurement solutions.

• Results included an ad recall increase of over 23% and a nearly 25% lift in purchases—exceptional by any standard.

Result

This collaborative effort yielded results throughout the funnel. Brand perception, measured by ad recall, tripled since the start of the partnership, solidifying Bold as a TikTok-first brand, evolving its creative strategies alongside the platform. On the performance front, purchases doubled, demonstrating TikTok’s contribution to the brand’s incremental success, particularly when integrated into the overall media mix.Key takeaways from this collaboration include:

1. A strong partnership between teams significantly boosts the likelihood of improved results.

2. Establishing a Learning Agenda fosters a long-term mindset focused on key objectives.

3. Adopting a full-funnel strategy amplifies TikTok's ability to deliver better results across the metrics that drive success.

In terms of Brand Awareness, we have tripled the ad recall compared to the first studies carried out and doubled the brand association. This result is a direct effect of the creative changes that have allowed us to remain a TikTok-first brand, evolving alongside the platform. In terms of performance, we have seen effective results with a significant 2x increase in the complete payment event. Conversion lift studies have shown that these results would not have been achieved without the activity on TikTok.