How Banco do Brasil hit performance success on TikTok.

Brazil’s oldest bank Banco do Brasil, WMcCann and TikTok reached out to Genero, an official TikTok Marketing Partner, to help reinvigorate their existing brand strategies. The objective was to explore TikTok’s potential to drive performance to acquire new account openers, whilst increasing the number of younger customers.

Banco do Brasil’s agency WMcCann joined forces with Genero to create highly creative ads tailored to the platform and aimed at driving performance. In its first month, fun and engaging videos were produced by Genero’s creative team, to spotlight the benefits of Banco do Brasil’s digital accounts, ease of opening, tools to organize finances and convenient installation payments such as Pix.

The content was produced in line with TikTok’s best practices, combining full screen, sound-on, and supers to reinforce the message. In-feed ads were selected in order to maximize exposure to the entire TikTok community and media efficiencies.

The ads were targeted at Brazilian’s aged 18 and older, and those that didn’t presently have an account with Banco do Brasil.

Instantly, the engaging TikToks saw immediate success, achieving target cost per acquisition (CPA) within the first month.  Building on early insights, the teams tailored and optimized the creative strategy to drive even better results. By the next month the CPA had decreased further, with the final campaign CPA 28.6% lower than the initial target. 

Alongside these impressive results, about 80% of the new account openers driven by the TikTok campaign were aged between 18 to 34, delivering on Banco do Brasil’s goal of acquiring a younger customer base.