BBVA

The Context

Conquering Unexplored Territory

BBVA, one of the most important and traditional banks in Argentina, had made limited forays into performance campaigns on TikTok, focusing its efforts on other platforms. In Argentina's financial sector, there were no solid success cases or standout best practices on TikTok, representing both an opportunity and a challenge. The benchmarks to surpass were those of the category itself, where other competitors had already been active on the platform for at least a year.

The Objective

Reposition and Rejuvenate the Brand

BBVA aimed to connect with a younger, more dynamic audience native to TikTok, modernize its communication, position the brand in a relevant way, and achieve solid results in terms of conversions—specifically account sign-ups and card applications.

The Solution

Modernization through Formats and Trends

The strategy focused on adapting the bank's traditional communication to a more TikTok-aligned approach, leveraging trends and creative formats that resonated with the young audience. In-Feed Ads formats were used on the platform, specifically with the objective of Web Conversions, allowing performance optimization toward generating account sign-ups and card applications.

This integration allowed BBVA to position itself as a modern and approachable brand, achieving a high level of relevance in a segment where it had not traditionally stood out.

The Results

Breaking Benchmarks and Changing Perceptions

The BBVA Tarjetas campaign on TikTok achieved exceptional performance, surpassing all financial category benchmarks in Argentina. It reached a +83% CTR, a -50% CPC, and a +112% Conversion Rate compared to industry standards, standing out as one of the sector's most effective activations.

Beyond numerical results, the greatest success was transforming BBVA's perception—moving away from traditional communication and adopting a modern, disruptive approach. The campaign leveraged relevant trends and formats, positioning the brand as innovative and successfully connecting with a young audience on TikTok. This approach set a precedent for the financial category on the platform, demonstrating that a bank can be both relevant and resonant in a digital and creative environment like TikTok.