The great reception that the content has had by YouTube users has been surprising: 5to piso has surpassed 4 million views in several of its videos, and Dra. del Ahorro achieved 1.1 million views in the first episode of its second season.
“Both series have helped the company improve its consideration within the funnel by more than 7 percentage points. We strive to be recognized as a transparent entity with what it does, and financial education seeks to make everything transparent. This has led to an increase in attributes linked to the brand,” says Borja.
Viewers' understanding of good financial behavior—borrowing, using credit cards, etc.—grew by 11% to 14% thanks to the content of 5to piso and Dra. del ahorro.
With both content proposals, everyone wins: BCP gains greater brand recognition and customers learn how to improve their finances for free.
BCP's efforts to produce good content have been recognized with turkey telephone numbers various awards: At the Effie Awards Peru 2022, a symbol of outstanding achievement, which honors all types of marketing and is sponsored by the Universidad del Pacífico , BCP was the winner of the Grand Effie , the highest award of these awards, for its campaign “'5to Piso', edutainment to financially educate more Peruvians.”
In addition, it also won a Gold Effie in the branded content category thanks to this same web series.
Meanwhile, at the Gran IAB Mixx 2022, an award that recognizes the best digital marketing and advertising initiatives, as well as the relevant actors in the country's digital ecosystem, the series won the Gran Mixx 2022 award and two IAB Mixx gold awards in the categories of Social Responsibility and Public Service and Use of Video.
The importance of content marketing
Dra. del Ahorro and 5to piso are two initiatives that relied on content marketing to generate valuable, quality content for their clients and successfully managed to provide quality content to viewers.
This business strategy has grown in recent years and nowadays it is difficult to find a company that does not use it. A study by Mu Marketing & Content Lab and Datum indicates that in 2021 content marketing was used by 90% of Peruvian companies and 52% of them, like BCP, used YouTube as one of the channels to distribute their content.
Initiatives such as Dra. del Ahorro and 5to Piso del ABC del BCP provide the target audience with content that will serve them for a lifetime, in both cases: financial education. At the same time, viewers recognize BCP as a company that is concerned about the education of its clients and is transparent.