Santander

The Objective

A significant number of people don’t think they would ever fall for a scam, so they disengage from communications that feel aimed at people who would. Santander needed to give people the tools to become more resilient to fraud and scams, even if they don’t think they’re at risk. So, the brand developed a creative campaign so entertaining that people can’t help but remember to stop and think before parting with their money or personal details. It did this by using TikTok’s unique products to make a massive impact, and reach a wider audience to drive unprecedented levels of fame and awareness.

The Solution

To hit its objective, Santander launched its ‘Stop! Scammer Time’ campaign on TikTok through a plethora of different ad solutions. In a fun and engaging Hashtag Challenge, Santander invited the TikTok community to try on the ‘Scammer pants’, using a hilarious Branded Effect, with a bespoke music track. 

The campaign showed people how to beat the pants off of scams, proving that Santander takes the topic seriously. But what better way to share the message on TikTok than through a visually humorous look at how to protect yourself from common financial scams.

The Hashtag Challenge was further supported with Spark Ads and TopView Ads, to reach as many users as possible. To top it off, Santander partnered with a selection of major UK creators, who helped spread the important message even further. 

The Results

Santander’s campaign was a truly viral success, with a staggering 3.2 billion views for user-generated content featuring the campaign hashtag. The TopView Ad exceeded benchmarks with 24.4 million impressions, while the targeting was spot on with 80% of impressions reaching individuals under the age of 35. Additionally, 35 million people in the UK viewed the campaign Branded Effect panel. 

To top it off, a brand lift study yielded incredibly positive results with a 7.2% lift in ad recall (a 41% relative lift), and a 2.7% lift in attitudes (an 8.3% relative lift).