Will Bank

The Objective

Presenting the app and converting

will bank is the newest 100% digital Brazilian bank that promises to be more democratic and offer more comprehensive banking services. The fintech offers debit and credit cards, in addition to a digital account, and none of the services have joining, monthly or maintenance fees.

As it was a launch, will bank needed to present its products on a platform where it could generate interest from potential consumers in order to convert them at a low cost. In TikTok, the challenge was to connect in a real and authentic way with users so that they would download the app to learn more and become customers of the brand.

The Solution

A democratic way to show the brand

From that, the brand created a campaign that presented its credit and debit cards in a unique and democratic way. In its videos, it showed consumers receiving their cards at home, and they themselves explained in their own words all the benefits they now had in their hands. To start the user acquisition campaign, will bank used TikTok.

Later, to give the campaign a massive scale, the brand extended its efforts to Pangle, a network of premium app partners that reach incremental audiences beyond TikTok. Using the App Event Optimization (AEO) optimization model, Pangle was useful for working price adjustment strategies, leveraging the data itself to drive the optimization.

The Results

Conversions with lower costs

Finally, the combined use of TikTok and Pangle made will bank connect with Brazilians massively and generate a conversion at a much lower cost than expected.

The brand had a 36% decrease in CPA from its Android campaigns in January 2022 compared to December of the previous year. With the optimization and amazing results, the brand boosted its campaign by increasing its budget by 53% compared to the previous month and even increased its reach and conversion numbers.