Bold
Driving users from awareness to action, TikTok throughout the entire marketing funnel.
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 Test&learn mentality we have been able to develop a strategy that involves both upper funnel and lower funnel products, achieving relevant results from measurement solutions such as Brand Lift Study and Conversion Lift Study.
We have worked in phases achieving several studies that support the results but all of this based on:
Changes Adaptation in creativity
Learning Agenda
TTCX Optimization Test Optimization to key business events During Bold's recognition strategy we have used product solutions such as TopView and TTCX.
Focused on performance objectives, but also on Brand Awareness, based on the test&learn mentality we have generated several Brand Lifts that have allowed us to prove that a full funnel strategy supports brand recognition and also drives the achievement of its performance objectives.
Result
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.
TikTok is a platform that brands should be on. Its levels of engagement and screen time make it a channel to connect with the audience. For Bold, it has been key to understand how our users consume content within TikTok and adapt our communication according to the dynamics of the channel. Transparency has been key and the TikTok team has put themselves in our "shoes" so that each effort is directed towards the same goals that drive the growth of our business. We are grateful for all the support we always receive from TikTok and for pedaling with us to ensure that all small and medium-sized businesses in Colombia have access to financial tools that allow them to unleash their potential and help us build a better country.