DBS Bank #TableTok

The Objective

Establishing DBS as a trusted provider of financial information and services

A 2023 survey revealed a gap in finance-related knowledge among Singaporeans, with 55.2% admitting they were financially illiterate. Six in 10 Singaporean youths said lack of knowledge hindered them from actively pursuing their financial goals. These concerning statistics presented DBS, Singapore’s largest bank, with an opportunity to guide young adults in their financial journeys. This objective was aligned with their “Live More, Bank Less” slogan. By helping their younger clientele become more financially savvy, DBS can empower them to live their best lives.

TikTok data indicated that 54% of youths preferred the platform for consuming content about finance, giving DBS a clear path forward. The bank’s goal was to establish themselves as a reliable source of financial information on TikTok. This strategy also allowed DBS to introduce their products and services as potential solutions to the financial challenges faced by young people.

The Solution

Crafting an impactful finance-related TikTok series with an edutainment approach

DBS created TableTok, a TikTok series to make financial content fun and relevant for younger audiences. The videos revolved around a bank intern’s workspace. When she leaves, her belongings, including her laptop, phone, water bottle, and calculator, come to life to provide witty, informative insights on financial concerns prevalent among Singaporean youths.

Multiple factors made TableTok a hit. Its format featured TikTok-native AI filters already familiar to users. DBS also teamed up with Hepmil Creators’ Network, enlisting popular Singaporean creators to voice the TableTok characters. This collaboration amplified interest and reach across the TikTok personalities’ combined hundreds of thousands of followers. It created a leaned-in audience, generating comments and feedback that enabled DBS to refine the series’ content and address viewers’ specific concerns. Additionally, DBS leveraged TikTok Creative Center to identify cultural moments and trending topics to capitalize on. For instance, they created Halloween-related TableTok content when #Halloween was a top hashtag. Strategically integrating trends into the core financial content enabled TableTok to maintain its momentum and relevance.

To further strengthen the bank’s connection with youths, DBS also engaged in interactive dialogues with TikTok creators from various content categories. Influencers shared questions related to money and finances, such as “Which insurance plan should I get?” DBS then offered financial advice delivered by TableTok characters via stitched videos. This gave the interactions an organic feel and helped them blend seamlessly into users’ FYPs while solidifying DBS’ position as an approachable financial institution young Singaporeans can trust.

The Results

Uplifting online ad awareness by 33.5% and enhancing positive brand associations

TableTok was a resounding success. Throughout its 18-episode run spanning two months, the TikTok series recorded over 10.5 million views and almost 9,000 engagements, creating nearly 500 conversations. These engagements weren’t simply emoji reactions, but positive comments on the TableTok format and genuine conversations about finance and the topics discussed in each episode.

The TableTok series led to a significant boost in DBS’ brand image, as evidenced by the results of a Kantar Singapore brand lift study. DBS garnered an impressive 33.5% jump in online ad awareness, 2.7x the TikTok benchmark. They also saw huge improvements in brand perceptions of the bank as youth-oriented (+19.5%), innovative (+17.5%), and promoting financial planning (+16%).