Insurance and finance
Audiovisual Production | Influencer Marketing | Social Media Advertising
Instagram, TikTok, YouTube and Facebook
España
BBVA wanted to launch a carbon footprint calculator in Spain. A new tool, available exclusively to customers in the BBVA app, aims to raise awareness about the impact our actions have on the planet. To achieve this goal, four enormous footprints—28 meters long by 12 meters wide—were installed in different locations in Spain: Plaza de Toros de Ventas (Madrid), in the Barceloneta neighborhood (Barcelona), and in Palas de Rey (Lugo).
The challenge 2btube proposed was to publicize this creative street marketing action and make it viral on social media to achieve greater awareness and impact.
We implemented a two-phase influencer marketing strategy. First, these footprints were revealed anonymously to generate hype, imbuing their appearance with an air of mystery. 48 hours later, the identity behind the campaign and the full scope of this BBVA calculator were revealed.
Renowned influencers, including La Pelo, Percebes y Grelos, Spursito, and Ac2ality, took part in the campaign, sharing posts on various social media platforms. In addition, we also produced an audiovisual piece with them through 2btube to explain the campaign. The talents involved in the project were carefully selected based on BBVA's target audience, ensuring they had different, complementary audiences.
The campaign was a success: the appearance of these mysterious footprints was discussed on both social media and in the media, generating conversation around the campaign.
Once their meaning was revealed, in just three weeks, the campaign reached 3 million unique users; more than 3.5 million impressions were generated and over 130,000 interactions with the published content. And, most importantly, the BBVA app received more than 310,000 visits.
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