PUMB and influencers are changing banking communication

Creative idea
Communication strategy
Influencer marketing

PUMB is the largest bank with Ukrainian capital, operating for over 33 years. As of early 2024, it serves 1.7 million clients. The bank has received numerous awards for having the best credit card and online banking services. Working in the financial sector is always a challenge. Creating ads and communication that feel native is difficult and requires a careful approach to choosing channels and formats. That’s why we, together with the client, decided to tap into the potential of influencer marketing to promote various services and attract a younger, more progressive audience.

REFERRAL PROGRAM

TASK

1. Propose content support for PUMB's referral program on social media.
2. Use creative content to promote the campaign, where customers can invite friends to install the app and open a card.
3. Engage influencers with whom we’ve already collaborated to talk about the benefits of the cards and share their referral links.

The advertising space is saturated with messages, influencers, promotions, and special offers. This often gets perceived as spam. So how do you stand out and remain visible?

IDEA

Laugh – that's the key! Use bold, relatable imagery for the target audience and don't be afraid to experiment.

That's why PUMB, together with influencers, boldly promoted their referral program by using the style of Viber postcards and the atmosphere of early 2000s Ukrainian TV (UT-1)!

MESSAGE

Dear Ukrainians, we cordially invite you to join PUMB!

On the brand’s Instagram page, three postcard-style posts were published, informing users and inviting them to join the referral program with special double reward conditions.

MECHANICS

Influencers created playful videos filled with vibrant emojis and GIFs, narrating in UT-1 announcer voices about the benefits of the cards and inviting followers to open them via the link or invite their friends. They also posted a postcard styled like a "Viber message from mom/grandma" with a QR code and a link to the referral program.

On PUMB’s page, we reposted influencer content and also shared our posts in stories with a link to program details.

INFLUENCERS

Three influencers were selected for the special project, organically integrating the referral program into their Instagram, inviting followers to join through a unique link with tags leading to the app.

RESULT

+47,13%

General reach for the plan
472 922

Unique views
729 730

Total number of contacts

CREDIT PRODUCTS

TASK

1. Support PUMB's credit product advertising campaign on social media. The main idea: a beneficial loan can be obtained from anywhere, as long as it’s through PUMB Online.
2. Select influencers and formats in which they can talk about PUMB's credit products, highlighting their advantages and simplicity.

IDEA

We decided to present PUMB's offers through the lens of real-life situations, helping users see their practical benefits. Instead of focusing solely on the products, we demonstrated how PUMB loans are helpful in real scenarios, such as purchasing technology or handling unexpected expenses.

Influencers shared specific situations where loans proved useful, while on the brand's pages, we showcased these examples to clearly illustrate the products' advantages.

MECHANICS

For the special project, 6 top influencers were chosen, each integrating the benefits of PUMB’s credit products into their content. Each influencer posted 1 reel and shared it in their stories, including a link to the products.

RESULT

1 033 993

unique coverage
+54,47%

to the plan of unique coverage
1 542 561

total number of contacts
+84,55%

more than planned contacts

UKRAINIANS ABROAD

TASK

Propose a comprehensive approach to promoting the bank's products to migrants by involving thought leaders and messengers.

IDEA

We can assume that Ukrainians abroad use Privat, mono, or other banks in similar proportions as they do in Ukraine.

Our task is to encourage them to set up PUMB as an additional bank.

In this way, we will demonstrate the convenience of the app and the advantages of PUMB’s products, gradually encouraging people to use the bank more frequently.

MECHANICS

For the campaign, influencers who either live abroad permanently or temporarily and have an audience that has also moved or is temporarily living abroad were selected. The selection included expert, lifestyle, and educational bloggers.

The influencers' task was to adapt the key messages from the brief in their own style, using examples from their personal lives or providing an expert overview of the benefits of Ukrainian cards abroad (such as cash withdrawals, cashback, obtaining a plastic card).