BCP

The Objective

Connecting with clients in a relevant and creative way

Banco de Crédito del Perú, a key player in the country’s finance industry, wanted to build and nurture a close and relevant connection with their clients to boost product and benefits usage. 

They knew they needed to find a channel that would provide a combination of large reach opportunities with significant engagement capabilities and a fresh tone & manner. So TikTok was the natural choice!

The Solution

Always On? Better go for Always Engaged!

Such a demanding goal required a robust, dynamic and engaging solution. So BCP’s Brand team set out to create, deploy and optimize a long-standing Always Engaged strategy that would efficiently and organically cater the brand and product’s many benefits to their clients.

A 6-month plan was laid out, built upon such communication pillars as product benefits, digital training, financial education, BCP culture and brand & product, minding every TikTok best practice for content creation: entertainment focus, content creator usage, sound on and a casual tone & manner.

But what really made the difference was the team’s optimization dynamic based on a test & learn approach that produced data-based content iterations. This approach paved the way for setting the appropriate content frequency, determining the right creator for each pillar, finding the perfect voice for the brand, detecting viral opportunities and boosting top-engaging organic content with Spark Ads.

The positive results didn’t take long to appear.

The Results

Results that stand out in the region

Audiences didn’t take long to react positively with the content strategy. When it was time to analyze campaign results, BCP found that the audience was so engaged in their content, that the shares went through the roof - a 218% increase on the shares vs the vertical benchmark for the region. They had also surpassed the regional vertical benchmark for video views by 150%, welcoming more followers to their account than what they had forecast, 148% more to be exact. 

The best result for them, though, was the validation that TikTok works for positively connecting the brand with their clients, securing a loyal and engaged audience for product conversion opportunities.