SG

Introduction

SG, the French Retail Bank of Société Générale Group, aimed to explore new marketing avenues beyond traditional platforms. As the first traditional bank to partner with TikTok's Creative Exchange (TTCX) in France, they sought to enhance their digital presence and drive performance, particularly for their "Sobrio" account product. This is crucial for SG due to significant competition from both traditional banks and emerging fintech startups. To effectively stand out, it was essential to present an engaging offer with a clear message.

Objective

The primary goal was to increase account openings for the Sobrio product while significantly reducing the cost per lead (CPL). Sobrio offers a comprehensive package of banking and non-banking services, including a bank card and insurance. This product is designed to meet the evolving needs of people, providing a tailored banking solution. Key performance indicators (KPIs) included improving conversion rates (CVR), minimizing CPL, and maximizing the number of conversions.

Solution

To align with their brand image, SG crafted a precise brief that focused on performance driven. The campaign utilized TikTok’s in-feed ad format, complemented by display cards to enhance engagement. TTCX creatives replaced static content, allowing for dynamic storytelling that resonated with the target audience. These creatives were developed by the Ngage agency, which effectively adhered to SG constraints and embraced TikTok’s unique style for performance campaigns.

Results

The results were remarkable. The campaign achieved a 178% increase in CVR during its peak and successfully reduced CPL by a factor of three. In comparison to traditional creatives, the use of TTCX creatives resulted in a 90% increase in click-through rates (CTR) at the TikTok ad manager level. The campaign's success led SG to renew its partnership with TTCX and embrace TikTok as a vital component of their long-term multi-platform strategy. This strategy will involve an annual creative plan with Ngage, aimed at promoting additional Société Générale offers and services while also exploring innovative brand-formance strategies.