Task
The goal of the social media strategy was to develop an innovative concept to present itself to Generation Z in an authentic and modern way, while reinforcing its position as a progressive financial institution. This was to be achieved by using the TikTok platform to make managing financial planning fun and useful gto Gen Z audiences. The concept featured user-generated content that appealed directly to the young target audience.

Challenge
The challenge was to create a hashtag challenge that not only achieved high engagement rates, but also presented the traditionally conservative financial services industry in a new, fresh light. The aim was to capture the attention of a younger audience and encourage them to actively participate in a campaign that promotes a playful approach to financial topics.

Execution
The “Fresh Money Fever” campaign, developed by Joli, aimed to increase user engagement through creative and emotional posts about payday. Working closely with Commerzbank’s digital marketing unit, we used a combination of targeted TikTok strategies and the promotion of user-generated content to achieve broad participation and deep emotional resonance within the community.

Outcome
The “Fresh Money Fever” challenge proved to be a huge success for Commerzbank, with over 1 billion views in 8 days and an engagement rate of up to 19 percent. The average viewing time was an impressive 19 seconds, underlining the high quality and strong interest in the content. The campaign confirmed Commerzbank’s ability to position itself as a financial institution that understands and meets the needs and habits of Generation Z.

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Client: Commerzbank AG
Timeframe: January 2021
Channel: TikTok
Campaign Focus: Brand Awareness

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