Attracting new customers and boosting brand awareness in the finance sector
comdirect is a German bank with a mission to make banking simpler for the young generation, as a smart financial companion in the palm of their hands. It made sense, then, that comdirect should come to TikTok to reach its core audience of 18-28 year-olds, its objective to increase acquisition and boost brand awareness.
comdirect used one of TikTok’s most popular ad formats, In-Feed Ads, to meet its goals. It aimed to acquire new customers by increasing awareness of its new current account model whilst promoting contactless payments. It also sought to reach its core audience and drive highly engaged traffic to its website, landing new customers into the sales funnel. For all of these objectives, In-Feed Ads were just the ticket.
Sitting natively within the For You feed, the format delivers the perfect blend of targeted awareness and deep engagement, capitalising on its organic look and feel. Powered by TikTok’s precision audience targeting, the ads reach the right people in a subtle way, which encourages engagement. An external link then drives users to continue their journey – deeper into comdirect’s sales funnel.
Using authentic ad creative, comdirect showed the benefits of its banking app through real-life scenarios and creator-led sketches. It’s a style the TikTok community is used to and it paid dividends.
The results were on the money, delivering over 73 million impressions for massive ad visibility. Over 17,000 users clicked and went on to find out more, generating a cost-per-click 33% lower than comdirect’s campaign average. It shows how effective In-Feed Ads can be.
Cara Matthiessen, Director Client Services at Deep Media Technologies, said, “Given TikTok’s relevance in our target group, we were excited to add it to the media mix for the launch of comdirect’s new account model. We had been expecting high reach and efficient traffic, but the results definitely beat our expectations and even had an impact on lower funnel KPIs!”
To advertise our new current account model, we aimed for additional target group reach. Therefore, we chose TikTok as a fast-emerging and innovative platform. We knew we needed to run with authentic TikToks and therefore decided to partner with dedicated creators in shooting engaging and catchy videos. During the campaign, our team worked closely together with TikTok and our digital lead agency Deep Media Technologies for maximum media efficiency. We are most happy with campaign results, especially for the performance-oriented KPIs.