Banco de Crédito del Perú

The Objective 

Raising awareness to new audiences

When the Savings Accounts team at BCP, Peru’s largest banking organization, learned that TikTok had begun commercial operations in the country, they decided to test the platform in order to raise awareness and reach those potential clients they weren’t able to target in other digital media platforms.

The Solution

Creating an approachable tone on TikTok

Being an exploratory campaign the BCP team developed ad-hoc content with a TikTok mindset first: relatable, funny and authentic.This first experience allowed them to create their own identity on the platform leveraging the humorous tone and manner of TikTok, creating highly engaging content.

The videos featured daily situations clients have to go through when going to the bank, among educational content providing guidance on how to open a savings account online and the benefits of the BCP portfolio. All content was developed in-house optimizing production costs.

BCP was bold enough to even talk about those things people dislike about banks but yet we all have been through: having to ask permission to leave during work hours just to get before the agencies close, or the wasted time waiting in line.

The Results

Establishing TikTok as a key channel for driving business results

This highly relatable content paid off: in just 10 days the campaign surpassed the planned reach with 19+ million impressions and impressive click-through rates as top performing ads gained a 4x increase in CTR vs. other social platforms.

But the most unexpected outcome was conversion wise: the campaign drove above 2,500 sales directly from the platform and impacted the site’s organic traffic and search results while active.The success of the beta campaign laid the foundation for BCP presence in the platform, expanding the strategy and best practices to other products on the portfolio, making TikTok a critical piece of their Always On strategy. As a result, just in the last months of 2021, they were able to sell more than 13,000 new accounts.

"Looking for users between 18 and 24 years old, we bet on having a paid advertising presence in Tik Tok; a social network that was just starting to market its ads in the Peruvian market," said Astrid Mesía Rivera, Product Owner - Digital Sales. "We decided to launch a campaign with 100% organic content, with the collaborators as the main protagonists of the videos, to adapt to the communication style of the users and have the best connection with them."

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