To attract young French millennials to its banking services, BNP Paribas ran a 10-day interactive mobile campaign on Instagram Stories—and gained leads from over 70,000 people in its target audience.
BNP Paribas is a French financial services company, with a global presence in more than 75 countries.
questions answered by target audience through the ads in Stories
The financial institution wanted a unique way to attract the attention of young millennials, while positioning its brand as innovative and differentiating its retail bank offering.
To attract its target audience of people aged 18–24, BNP Paribas wanted to create an interactive experience on Instagram. Through a series of ads in Instagram Stories, the financial institution asked its target audience a series of questions that might appear on a driver’s license test. It then encouraged viewers to swipe up to win lessons and study help to pass a driver’s license test—a typically expensive process. BNP Paribas used the Swipe Up call to action to symbolize that preparing for a driver’s license test with BNP Paribas is as simple as swiping up on Instagram.
The campaign ran for 10 days and performed better than expected, with people answering 700,000 questions via the ads in Stories. But in addition to attracting quality interactions with its campaign, the bank also gained leads from over 70,000 people in its key target audience—making it a success.