Case Study: Davivienda boosts Gen Z engagement with TikTok for Business

Engaging Colombian GenZers and Millenials with the first Spark Ads campaign in the LATAM region

Davivienda, a Colombian bank with more than 40 years of history, wanted to adapt its long-running “Tu dinero puede estar en el lugar equivocado” message for younger audiences like Gen Z and Millennials. To do that, the company turned to TikTok for Business and its native, entertainment-first environment to make the brand feel more relevant and engaging.

TikTok for Business helped Davivienda launch its first Spark Ads campaign in Latin America, using humor-focused creators to re-enact the bank’s “Papá Héroe” ad and amplify the content through Spark Ads. The campaign drove more than 2.3 million 100% video views, over 1.3 million engagements, and a 37x increase in followers to 84,000, while also generating strong organic sharing and positive sentiment among young audiences.

Davivienda

Carlos Torres Prieto

Director of Marketing and Advertising