Banco Crédito del Perú BCP

The Context

A New Approach to Connect with the Audience

At the end of 2024, BCP had a clear goal: to increase awareness of its Mobile Banking App features and drive registrations for its contest, where participants could win S/10,000. To achieve this, the message needed to be delivered in a massive, effective, and, most importantly, native way on TikTok.

Instead of repurposing TV commercials, BCP took a TikTok-first approach. They partnered with a well-known content creator in the country, allowing her to express herself in her own style and genuinely connect with the audience. This decision not only boosted audience engagement but also had a significant impact on conversions and overall interaction.

The Objective

More Registrations and Increased Awareness of BCP’s App Features

The strategy focused on two main KPIs:

• Increase registrations by driving participation in the contest.

• Enhance awareness of BCP Mobile Banking’s features.

The key to success was collaborating with a content creator who communicated in her own voice, ensuring an organic and effective connection with the audience.

The Solution

Top View + Native Creativity

The star format of this campaign was Top View, perfect for amplifying the message and maximizing impact during a strategic moment: Black Friday.

The combination of:

• Original and authentic content created by an influencer with an established community.

• A high-impact format that guaranteed massive visibility.

• An interactive and dynamic message, using a mini-test and gamification mechanics.

…allowed the campaign to exceed all expectations.

The Results

Impact on Engagement and Business Growth

The results were remarkable, achieving a powerful combination of engagement and conversion:

• Nearly 10x more registrations:From an average of 390 daily conversions, the campaign reached a peak of 3,517 registrations in a single day, validating the effectiveness of the TikTok-first approach.

• Higher watch time: With a video duration of almost two minutes, the campaign achieved a 10% higher VTR, demonstrating strong audience interest.

• Explosive engagement: +377% more likes and +150% more shares, reflecting a deep connection with users.

• Boost in reach and community growth:

  • 26M views (paid + organic), nearly, 4x more than other Top Views from the bank.

  • +11K new followers, tripling the account’s average growth.

Beyond the numbers, this case proves that when content is relevant and native, the audience responds positively. Authenticity and platform adaptation were key in making the campaign not only seen but also widely shared.