Government Savings Bank
GSB Enhances Brand Awareness Through TikTok Campaign on Scam Protection
The objective
Raising awareness of online scams
Technology has revolutionized banking as we know it, making everyday financial transactions more convenient and accessible. But such new technologies have also led to widespread online scams, which can lead to large sums in damages.
Government Savings Bank (GSB), a state-owned bank in Thailand, aimed to educate Thai users on how to protect themselves from increasingly prevalent online scams.GSB turned to TikTok in a bid to position themselves as the go-to authority for online scam awareness and prevention. However, because TikTok is a short-form video platform, it posed challenges for brands like GSB that don’t have a dedicated production team for creating videos.
The solution
Collaborating with creative partners to reach users of all ages
For this campaign, GSB joined the TikTok Creative Exchange program (TTCX) and tapped two talents to produce native TikTok content focused on online scam protection.Because GSB wanted to reach Thailand-based TikTok users of all genders, aged 18 to 65, they selected talents to make educational content that could appeal to senior adults or baby boomers as well as younger generations.
To further drive awareness among users, GSB optimized their video ads using the video views objective, which allows brands to reach users on the platform who are most likely to show interest in their advertisement. Lastly, GSB conducted a Brand Lift Study to measure how effective their campaign was in terms of ad recall, awareness, and brand association.
The results
Creative content via the TTCX program leads to significant uplifts
The results of GSB's Brand Lift Study found significant lifts across key metrics—the campaign saw a 5.7% lift in ad recall, a 3.7% lift in awareness, and a 5.2% lift in brand association. GSB also received positive comments on their videos, making their online scam protection campaign on TikTok an overall success.Because of their campaign’s impressive results, GSB continued to join the TTCX program until December 2024.
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