Bancolombia

The objective

Showcasing the power of Colombia's Agronomy Sector

Being a quintessential bank in Colombia, Bancolombia has always been integrated into the cultural diversity of the country. To continue to reinforce their positioning and support communities, Bancolombia set out to launch a campaign focused on celebrating cultural diversity, toasting to the local gastronomies with a special focus on Colombia's agronomy. The campaign highlighted many Colombian pillars; celebrating dishes of different regions, highlighting local ingredients, and demonstrating how this diversity is possible, made possible, mostly, by the agronomy sector. Most of all, Bancolombia focused on finding the food item that was quintessential Colombian. They searched the whole country to find the one food that unites Colombians, representing their community as one. Teaming up with their media agency Adbid and their creative agency, Dirty Kitchen, Bancolombia set out to unify the Colombian community through food.

As a platform that celebrates authenticity and the representation of diverse communities, TikTok was a natural partner to amplify Bancolombia's campaign 'De Colombia Pa'l Mundo'. Here, they could broadly reach Colombian audiences interested in these social initiatives.

The solution

Finding connections in a multi-step strategy

To leverage the power of reach and engagement on the platform, the campaign launch in TikTok was planned in 3 parts. First, a Top View was launched to generate peak impact. This format allowed Bancolombia to speak to a massive number of Colombians, bringing awareness to their new campaign. When the brand had captured the attention of the user, they turned to in-feed to sustain the impact with the audiences. In-feed videos highlighting different communities and agronomy initiatives were shared with audiences previously impacted by the Top View.

Finally, to reinforce the messaging, Bancolombia optimized their in-feed delivery for view buys. This allowed the platform to show the ad to users that resonated with the messaging, allowing for more ad retention.

The result

Establishing the brand positioning

Throughout the campaign, Bancolombia reached more than 9 million users in the country, a 136% increase from the planned reach. Even more impressive, the audiences received the content well. The brand saw a 7.4% lift in Ad Recall, which allowed for the messaging to stick. Bancolombia also saw a 6.4% lift in Brand Association with the 'De Colombia Pa'l Mundo' campaign. Overall, this increased the Bancolombia Brand Awareness by 13.5%.

From Bancolombia, 'Pa'l Mundo' TikTok.