BNP PARIBAS

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.

THE STORY
Financing the world

BNP Paribas is a French financial services company, with a global presence in more than 75 countries.

70,000

leads generated

700,000

questions answered by target audience through the ads in Stories

Instagram Stories fit perfectly to this brand experience and meet our objective to get closer to our 18- to 24-year-old target audience. We demonstrated that with BNP PARIBAS, preparing the theoretical part of their driving license is as easy as swiping up Instagram Stories. Through the activation, in 10 days, we managed to engage with more than 70,000 prospects and amplify the business impact of the campaign.
CHARLIE BOILLOT, HEAD OF MEDIA ACTIVATION, BNP PARIBAS
THE GOAL
Educating a new demographic

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.

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THE SOLUTION
Driving lasting interactions

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.