Seeking Success in a Conversion Campaign Through Content Creators
Banco de Crédito del Perú (BCP), together with Snippet Agency, became the first brand in the financial sector in the South American region to be the protagonist of a success story with TikTok. This first experience helped the brand later incorporate TikTok as an important medium in the planning of its digital sales campaigns, deciding in this context to launch a campaign focused on increasing web conversions for the savings accounts product.
This strategy involved targeting new audiences, optimizing ads, and maximizing the effectiveness of segmentation, emphasizing the importance of having a variety of pieces for better algorithm optimization. At all times, the aim was to continue deepening the brand's role as trendsetters in the category throughout the region.
To improve the quality and quantity of ads, BCP produced a mix of pieces.
On one hand, with TTCX, a platform that facilitates the connection between brands and content creators. More attractive TikTok content was developed, maintaining a spirit of "making TikToks, not ads," an authenticity strategy that connected with users, including co-creation with a microcreator. This generated greater reach, as the microcreator has a following called a community.
On the other hand, homemade content was generated: videos created with everyday situations and trends in which valuable information was provided, but in a fun way.
At the same time, the brand focused on developing a defined audience strategy based on the objective type: account openings. Among them were interest and age audiences (18 to 54 years old) and remarketing audiences, those who did not complete the account opening process in the last 30 days, thus precisely targeting users with the highest probability of conversion.
Due to the success, the number of pieces increased from 4 to 13 per month, all developed in line with TikTok's best practices.
The BCP case demonstrates how the content mix on the TTCX platform and homemade videos, with first-party segmentation and audiences, can lead to exceptional results in a digital marketing campaign. A more than 141% increase in sessions was achieved, and sales tripled. Additionally, the CPA was optimized by -74%, and there was a 36% increase in CTR.
This comprehensive approach not only improved conversion metrics but also positioned TikTok as a key medium in BCP's digital sales strategy, confirming the platform's potential to meet conversion objectives efficiently. Thanks to this, the brand continues to lead the category in the region, connecting authentically with audiences and demonstrating a natural understanding of the platform's potential to achieve this.
We knew that having TikTok as part of our media ecosystem meant achieving greater reach, but we needed to do so with a target CPA. This was achieved thanks to the mix and volume of creatives, which meant being on TikTok with ad-hoc content.