BBVA Continental's advertising campaigns are becoming more and more creative. In fact, they have made the bank number 1 in advertising recall . In addition, its marketing strategy for banks, implemented in its digital channels, has taken the company to the top.
One of its main communication channels is Facebook. Through this well-known social network, BBVA Continental has increased its level of engagement . All of this thanks to the financial marketing strategies that they have developed and applied. One example was an alleged “mistake” in the publication of the community manager on the social network.
The message was supposedly dedicated to her partner on the occasion of celebrating five months of relationship. After an hour of comments, without response, the company said that it was an error by the employee, and took the opportunity to promote the Pisco Spirits of the Winning Account.
What was the result of the “mistake”? The post got over 3,500 likes in just 12 hours, was shared 400 times and got 600 comments. In addition, other media outlets covered the post .
Without a doubt, this is an excellent example of financial marketing. It was a well thought-out and organized strategy that went viral on social media and spread to other digital media.
Rimac Seguros – Create a vehicle insurance tailored to your needs
Rimac has not always been a digital brand, but today it uses social media such as Facebook and Twitter to communicate with its target audience. In this way, it strengthens its brand presence without using these media for commercial purposes , but rather to generate engagement and reinforce its reputation.
One of Rimac's most successful campaigns was the incorporation of a landing page freight forwarders brokers email lists that allows users to create and purchase customized vehicle insurance. What were the results? Sales skyrocketed: in a day and a half they managed to sell the same amount they sell in a week.
This was the first digital marketing campaign that the insurance company did for a specific product , but the results were positive.
BCP is another good example of implementing effective marketing strategies for banks. This bank uses social media as one of the main means to communicate with its audience.
In 2015, BCP posted a message on its social media to celebrate Gay Pride Day. However, this message was not well received by the community and received a lot of criticism, which led to a corporate crisis.
Despite the above, in 2016 the entity again sent a greeting to the LGBT community through its social networks, but this time it applied a different strategy:
The message was first sent to a group of influencers, many of whom belong to the LGBT community, and other opinion leaders.
It was sent by Walter Bayly, General Manager of the bank, which demonstrates a commitment from senior management to the audience.
Along with the message, the name of a product offered by the bank was promoted: Shared Mortgage Credit for couples regardless of sex.
These actions demonstrate how social media can be used to gain the attention of a target group and enter a new market . You can watch the campaign in the video below.
