Santander PyME

The Objective

Transforming Consideration into Action

In a highly competitive SME banking landscape in Mexico, Santander aimed to strengthen the relevance of its SME offering by positioning itself as a close, agile, and reliable partner for small and medium-sized business owners.

The challenge was clear: turn consideration into action, connecting emotionally with SMEs, entrepreneurs, and professionals, while demonstrating through TikTok-first content how Santander simplifies their financial management.

To achieve this, the strategy focused on highlighting key differentiators of Santander’s SME ecosystem, including personalized advisors, SME packages, LikeU Business card, and the Enlace Móvil App, the brand wanted to use a direct, optimistic, and actionable tone that encouraged users to book an appointment and sign up.

The Solution

Connecting through relevant Creativity

To build an authentic connection with its audience, Santander developed an integrated strategy combining creators, TikTok-first creativity, and clear institutional messaging, in collaboration with creative partner Creemy.

The approach was built on three key pillars:

• Creators within the SME space, bringing credibility and relatability, integrating Santander’s value proposition naturally into content.

• TikTok-first creatives developed through TikTok Creative Exchange (TTCX) with Creemy, translating Santander’s SME offering into relatable, everyday business scenarios, showcasing how the brand supports business growth in a simple and engaging way.

• Institutional creatives, amplifying product benefits and clearly communicating the application process to build trust and ease decision-making.

To maximize impact, Santander activated a full-funnel strategy using In-Feed with traffic objective and Lead Gen Ads powered by Smart+, ensuring presence, relevance, and conversion across the user journey.

The Results

Driving Business Results

The strategy successfully connected with SMEs, combining storytelling, relevance, and performance:

Creator-led creatives achieved a 97.38% VTR and 22.9M reach, demonstrating strong attention and audience connection. In parallel, TTCX and institutional creatives amplified the message, reaching a 98.25% VTR and sustaining ongoing engagement.

Comparing 6 months pre-campaign vs. 6 months during the campaign:

• 16x increase in appointment generation, reflecting a significant rise in SME intent to explore and adopt the offering.

• +73% growth in new SME customer acquisition, evidencing direct business impact.

• +13% increase in product adoption, translating into real revenue growth.

Sources:

1. TikTok Ads Manager, 2025

This is a TikTok Case Study. Past results do not guarantee or predict future performance.