Openbank Content Suite

The Objective

Turning Brand Equity into user acquisition

Openbank, Santander’s digital bank, launched in Mexico in Q1 2025 with a clear objective: to accelerate user acquisition and drive measurable performance outcomes. Although its brand assets communicated trust and innovation, the bank identified a gap in translating that value for TikTok users, requiring a more authentic, creator-led narrative aligned with the platform’s norms.

TikTok was the optimal partner to meet this objective, offering a high-engagement environment with formats that reward native storytelling and performance tracking. Openbank set out to develop organic content that prioritized a clear value proposition, relevance to everyday financial needs, and conversion-oriented creativity. This approach was designed to bridge brand equity with tangible user actions, turning awareness into acquisition through consistently testable, native content.

The Solution

Content Suite to Installs: Openbank’s Execution

To bring its objective to life, Openbank adopted a creator-led strategy designed for lower-funnel impact on TikTok. The brand partnered with EPA Digital to architect the campaign and execute with platform-native rigor. Recognizing the scale of TikTok’s UGC ecosystem, Openbank used TikTok’s Content Suite as the primary solution to identify creators already speaking about the brand organically. This ensured message–market fit and reduced creative friction, prioritizing authenticity over net-new storytelling.

With EPA Digital, Openbank structured the campaign around two core TikTok solutions: App Promotion and Reach. App Promotion was selected to align directly with the acquisition goal, enabling conversion-oriented delivery, optimized placements, and creative formats that drive app installs. Reach complemented this by maximizing quality exposure across relevant audiences, ensuring sufficient frequency and breadth to seed the funnel and support retargeting. Together, these solutions balance scale with performance.

Execution focused on four distinct creatives developed in collaboration with selected creators. Each asset aligned to TikTok-native best practices: fast hooks in the first seconds, clear demonstration of the value proposition, and explicit next steps tied to app download. Creators were chosen based on historical affinity (already mentioning Openbank), audience relevance, and content fit, which validated authenticity and safeguarded brand trust. Messaging leaned into everyday financial scenarios, where a digital bank adds tangible utility, speed, simplicity, and the backing of Santander, while avoiding over-promising.

The strategy was to implement a test-and-learn framework: variant testing on hooks and CTAs, audience segmentation, and pacing controls to protect delivery quality. Maintain a consistent brand voice, meet disclosure and compliance requirements, and set up event tracking and install verification to measure performance without influencing creative choices. The approach was to amplify existing brand love rather than manufacture it, convert interest into app adoption through native content, and maintain agility to refine inputs weekly. This solution established a repeatable path from authentic creator narratives to measurable acquisition outcomes.

The Results

Authentic content and quantifiable Impact

Openbank’s creator-led, lower-funnel strategy delivered tangible efficiency and stronger engagement, validating the choice to amplify organic narratives and operate with test-and-learn discipline. Leveraging Content Suite ensured message–market fit at scale, translating brand equity into performance outcomes without sacrificing authenticity.

• CPA (App Promotion): 55% improvement vs brand-led creatives.

• Watch time per user: +111% (Content Suite 16s vs brand creatives 7.6s) across both objectives.

• CPM (Reach): 12% lower vs brand creatives.

These results confirm that using authentic creator content to reduce acquisition costs, deepen attention, and expand efficient reach, can help establish a repeatable path from brand affinity to measurable adoption.

Source:

- Client's Internal Data, 2025

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