Garanti BBVA

The Objective

In a bold departure from conventional marketing channels, Garanti BBVA seized the opportunity to pioneer a TikTok-first approach, setting the stage for a transformative mini-series campaign aimed at elevating awareness and consideration of the Garanti BBVA Mobile app, Turkey's foremost retail banking app, by using longer-form videos and famous actors. Garanti BBVA's status as the predominant retail banking app in the region Tasked with challenging the status quo, Garanti BBVA faced the exciting task of disrupting the traditional marketing playbook by adopting a TikTok-first mindset.

The Solution

With meticulous precision, Garanti BBVA crafted 15 bespoke TikTok videos, handpicking six captivating narratives that epitomized the brand's essence. Director Ali Atay and actor Fatih Artman assumed pivotal roles, seamlessly blending entertainment with information to captivate audiences. By weaving backstage insights into the narrative fabric, Garanti BBVA ensured each video resonated on a human level, striking the delicate balance between edutainment and brand messaging.

Their strategic plan aimed to amplify awareness surrounding the Garanti BBVA mobile app, showcasing its array of products and services, including innovative features like QR code cash withdrawals. Emphasizing Garanti BBVA's status as the predominant retail banking app in the region, they leveraged recent campaigns such as the cash installment initiative to bolster awareness and drive new user acquisitions.

TikTok is all about authenticity, featuring less filtered, real-life representation. That's why BHS (Behind the Scenes) content is highly impactful and popular on the platform. It serves as an easy way to showcase a brand's human side and its authenticity. Thus, for this campaign aimed at fostering an emotional bond with the community and generating excitement around the brand on the platform, Garanti BBVA chose to base all its content on the BHS concept.

By utilizing both auction and reservation ad models, Garanti BBVA made sure that every interaction had a lasting effect on the success of this campaign. Campaigns with premium placements such as TopView and TopFeed gave Garanti BBVA's ads the desired viewability, and auction campaign models (reach, video views, and community interaction) overlapped with these massive reach campaigns to give us the desired brand lift.

The Results

The resounding success of the campaign underscored the potency of a TikTok-first strategy. Garnering record-breaking views and an outpouring of positive feedback, Garanti BBVA's campaign transcended mere marketing; it became a trendy phenomenon. With accolades such as "I haven't seen any better ads than this" and "My favorite ad," the campaign solidified Garanti BBVA's reputation as a digital trailblazer.

Overall, Garanti BBVA's TikTok campaign had massive success in upper funnel brand metrics by utilizing both the reservation and auction ad models with various optimization events such as reach, 6-second focused views, and community interactions. Even though the ad campaign was not focused on gaining favorability, we are also able to see a significant lift in the favorability metric as well. Auction campaigns, especially reach and video views, performed better than the benchmarks in the four aforementioned areas. Reservation ads also performed well, outperforming the competition in engagement rate, 6s VTR, and CTR. The campaign has reached more than three-quarters of all available audience.

Compared to benchmarks, the overall campaign has:

• 44 BPS higher engagement rate

• 196 BPS higher 2 seconds view rate

• 11 BPS higher 6 seconds view rate

As per brand-lift-studies:

• Ad recall has increased by over 12.2%

• Awareness has increased by over 8.6%

• Favorability has increased by over 2.5%