Founded in 1943, Bradesco turns 70 in 2013

and is one of the leading banks in Brazil. It

offers a wide service network, with more

than 53,800 service points throughout

Brazil.

facebook.com/Bradesco

Key Results

Goals

As the first bank in Brazil—and the fourth in world—to enable

Internet banking, Bradesco was already an innovator in the

financial services industry. The brand was looking to continue

its leadership by expanding its presence on Facebook to:

• Connect with more existing customers and acquire new ones in

a place where they already spend a lot of time

• Encourage customers to use F. Banking, the first banking app

entirely within Facebook to be developed by a Brazilian bank

Strategy

Bradesco decided it wanted to be the first financial institution

in Brazil to go big in social. Its solution was to create a Facebook

app that customers could use to conduct their everyday

financial transactions. But the bank decided first to build its

presence on Facebook for the long term, using Facebook Ads

to encourage consumers to like its Page and engage with the

brand’s relevant content on the Page. That way, once the bank

integrated with Facebook through the app, Bradesco believed

there would be an engaged base of customers who would use

the app and also tell their friends about it.

Working with Facebook and the brand’s agency AG2 Publicis

Modem, Bradesco developed F. Banking, which is designed

to eventually allow people to use Facebook to check their

bank balance, pay bills, purchase financial services products

and transfer money among Facebook friends. It also plans to

develop a mobile version of the app.

Pre-Launch

Bradesco knew that for the app launch to be successful, the

bank would need to connect with more of its customers on

Facebook. Working with One Digital, the bank set out to acquire

new fans from existing customers, starting with a base of 38,000

in the beginning of 2012.

Brazil’s largest bank now sees more than 4,000 customers

daily using its Facebook banking app, after connecting

with more than 1 million consumers on its Page and using

Facebook ads to raise awareness of the new service.

Case Study | Brand Awareness

Agencies:

One Digital / AG2 Publicis Modem / New Vegas

30,000+ access accounts through

Facebook monthly

20%increase in monthly users

200,000+brand mentions

• To encourage people to connect with the Page, Bradesco began

running an always-on campaign of ads in Markeplace six

months ahead of the March 2012 app launch:

• Bradesco targeted men and women 18-34

• During the two weeks leading up to the app release, it ran

Page post ads in the Facebook news feed on desktop and

mobile, bringing the fan count to more than 1 million

Launch

To drive awareness and use of the app around the launch,

Bradesco used several of Facebook’s largest reach vehicles to

target the more than 1 million people who had connected to its

Page.

• A reach block targeting all 48 million monthly active Facebook

users in Brazil guaranteed 100% share of voice on the right-

hand side of the Facebook homepage over a 24-hour period and

included placements in the Facebook news feed on mobile and

desktop.

• The ads featured text about the benefits of the app and drove

directly to the application.

Post-Launch

The bank continued its always-on media strategy in

Marketplace to keep connecting with customers on Facebook.

• It used sponsored stories that tell people when their friends

had liked the Bradesco Page, widening its base of connections

to friends of fans

• It created content with a focus on engaging people around the

business, working with New Vegas agency specializing in social

media

Results

• 30,000+ customers daily access their Bradesco accounts

through the Facebook app

• 20% increase in monthly users of the app

• 200,000+ brand mentions in social media, up from just 6,000 in

less than a week, after launch

• 74X increase in fans to more than 2.8 million from 38,000 in

just six months from Facebook Ads

Login Page

Tools Used

• Reach Block

• Target Block

• Page post ads

• Sponsored stories

• Placements in mobile and desktop news feed

• Canvas app

Case Study | Brand Awareness

“Our purpose is to give customers something

that makes sense to their lives. We are

introducing new features and we are

already working on other innovations that

may be included in the application as we’re

always aiming to make life easier for our

customers.”

Luca Cavalcanti, Director, Bradesco