The daily actions of human beings have an impact on the planet, but they are difficult to quantify or at least be aware of what they entail. Did you know that in Spain a person emits an average of half a ton of carbon dioxide into the atmosphere per month, according to the World Bank? BBVA has been the first bank in the world to use data analytics to calculate the carbon footprint of its customers, a functionality already available in its mobile app.
To publicize this pioneering initiative in Spain, of an environmental and social nature, the bank launched a campaign through which it distributed several giant footprints throughout Spain, of size 3,965 (equivalent to 28 meters long), with the aim of generating curiosity around those geometric shapes and their meaning. Specifically, the footprints were distributed between the province of Lugo (in Palas de Rey), Barcelona (Barceloneta neighborhood) and Madrid (next to the Las Ventas bullring).
These footprints came to light anonymously with the aim of generating hype, giving their appearance an aura of mystery. 48 hours later it was revealed who was behind the action and what this BBVA calculator consisted of.
Influencer Marketing Campaign for BBVA
To publicize this creative campaign on social networks, the brand relied on 2btube to design and manage an influencer marketing strategy in two phases.
First, Ac2ality, a media outlet aimed at Generation Z, alerted on its accounts about the appearance of giant footprints in Spain. The profiles of several influencers, including La Pelo, Percebes y Grelos and Spursito, echoed this news, encouraging their followers to speculate about who had made these giant footprints.
In a second phase, the aforementioned “influencers” received a mysterious letter, in which they were invited to the presentation of a secret event. Finally, at that event, it was revealed that BBVA was behind the mystery of the giant footprints, which generated an interesting conversation among the influencers about the environmental impact and how the BBVA carbon calculator could help reduce emissions.
In addition, the action was reinforced through “Influencer Boosting”, a paid media campaign on the organic content of these influencers, with the aim that the largest number of people take the first step to reduce their carbon footprint: know it.
Campaign video:
Campaign Recognized at the Publifestival
This campaign was a collaborative effort between several agencies: PS21, Mindshare, 2btube and BBVA Creative.
The publication of the content was carried out on different platforms (Facebook, Instagram, TikTok and YouTube) and the results were a success: in just 3 weeks it was possible to reach more than 2.9 million unique users; more than 3.5 million impressions and more than 125,000 interactions were generated with the published content and, most importantly, the BBVA application received more than 310,000 visits.
That is why the campaign received recognition at the Publifestival, in the XVI Edition of this event, in the categories: “Best campaign execution in social networks” and “Best effectiveness in social project or social action”. The objective of these awards is to promote business actions of a strategic nature, focused on encouraging Corporate Social Responsibility.
María Molina and Laura Barrero, from the 2btube agency, were in charge of collecting the awards received, a recognition of the success of their work in this campaign.