Advertiser: ITAÚ UNIBANCO
Agency: F.BIZ
Category: Financial Products & Services
Advertising campaign: GRANABOOK
Account Manager: Aline Farias (F.biz)
Planner: Fernando Diniz (F.biz)
Social: Ana Flávia Gama (F.biz)
Account Manager: Kika Palhares (F.biz)
Programmer: Marcos Roque (F.biz)
Planner: Guilherme Sampaio (F.biz)
Copywriter: Gustavo Cerbasi (F.biz)
Creative Director: Lisi Kindlein (F.biz)
Copywriter: Luiz Buzetto (F.biz)
Programmer: Marc (F.biz)
Project: Vanessa Krongold (F.biz)
Programmer: Nicholas Pires De Almeida (F.biz)
Project: William Cassarro (F.biz)
Programmer: André Souza Alexandre (F.biz)
Copywriter: Armando Araújo (F.biz)
Copywriter: Eliane Arakaki (F.biz)
Art Director: Felipe Santos (F.biz)
Art Director: Luiz Sousa (F.biz)
Programmer: Eduardo Aragão (F.biz)
Account Manager: Guilherme Vilaggio Del Russo (F.biz)
Project: Jackeline Camargo (F.biz)
Social: Maria Confort (F.biz)
Media: Rafaela Coelho (F.biz)
Planner: Renato Santolíquido (F.biz)
Planner: Rodrigo Demarchi (F.biz)
Implementation
Performance analysis showed that the fan page presented signs of stagnation in its engagement. A solution was needed in order to encourage a dialogue, instead of broadcasting content. Youngsters want to learn, but also want to express themselves and give their opinions. Therefore, ‘Granabook’ was devised to be collaborative. After all, no one knows the university students’ lives more than they do. In order to ensure more participation, all the interactions took place directly at the fan page board and not on tabs. Page fans and university students with Facebook accounts were invited to participate through posts and also through Ads.
Outcome
Fan participation took place on an increasing curve: the 1st chapter counted on 3.183 participations, and the last one, 14.500 participations. The result was an expressive increase in the measurement of fan page engagement from university students. The page reach increased 46% between August and December, reaching out to more than 10 million people. Comments per post increased, on average, more than 500%. The increase of post sharing index by 700% also shows that the content became more relevant and attractive, leading fans to share the posts with their friends. Overall, over 36.000 people actively contributed to the 7 chapters.
Client Brief Or Objective
Granabook aimed at giving continuity to Itaú’s strategy of positioning itself as a partner of young university students (be they Bank clients or not), proposing to them solutions for a better management of their money. Among the several points of contact between the bank and this youngster, Facebook has shown to be the best relationship platform, not only for the adequacy of its communication, but mainly for the possibility of establishing a dialogue with the target. That is why Granabook was conceived to take place totally on this platform, at the Itaú page geared towards the university public.
Execution
The 1st collaborative virtual financial education guide was put together with the participation of university students and financial consultant Gustavo Cerbasi, author of several books on personal planning. Through this initiative, Itaú promoted a direct exchange with students. Themes for the chapters were selected along with Cerbasi, starting with the major doubts university students raised on Facebook. Each chapter was debated through posts and surveys in the timeline. At the end of the debates, the generated material was sent to Cerbasi, who would use the content as raw material for writing and illustrating, with images tagged by the users themselves.