PUMB on TikTok
- SMM promotion
- SMM
- Influencer marketing
- Content production
Background
Working with the financial sector is always challenging. Communicating in a natural way is tough and requires a careful approach to selecting channels and formats. That’s why we decided, together with the client, to tap into TikTok’s potential to engage a young, progressive audience.
Challenge
In Ukraine’s banking sector, financial literacy is highlighted selectively and irregularly.
Although this topic is highly relevant, content on it often needs to be sourced from abroad, revealing gaps in Ukrainians’ financial knowledge.
Solution
PUMB is taking the lead in this niche, embracing the mission of educating Ukrainian users on financial literacy.
We chose TikTok as the primary platform for the campaign due to its popularity among a young, progressive audience that values lighthearted and entertaining content. TikTok allows us to experiment with creative formats and deliver key messages quickly, presenting financial literacy in an accessible and engaging way.
We’re transforming PUMB’s profile into a financial advisor, providing clear and practical information about products that resonates with and is relevant to our audience.
Implementation
To do this, we’re creating characters who choose cashback, learn to budget, pick out tech, plan trips, and tackle other financial matters.
The Guy – smart, financially savvy, a bit nerdy but with a sense of humor.
The Girl – carefree, fun, curious, and witty.
Grandma – a “boomer” character with outdated views on financial literacy who shows up when our characters are making financial decisions, offering her own advice. But our heroes have been with PUMB long enough to know how to make the right financial moves.
CONTENT APPROACH
We’re creating ironic content with smart humor, highlighting the benefits of products and services in modern life. By showcasing the irrelevance—and even harm—of outdated financial approaches, we help our audience recognize the importance of financial literacy.
The launch featured a series of short videos where campaign characters discuss key financial decisions, breaking through outdated stereotypes. To maximize reach and engagement, we also collaborated with influencers, drawing followers’ attention to PUMB’s new profile.
