Situation:

In 2022, the most vulnerable Colombians faced a severe economic crisis resulting from the pandemic's aftermath, the war in Ukraine, and the country's social and economic unrest at the end of 2021. This crisis got into the households of over 15 million Colombians at risk of food insecurity, leaving them afraid that they would not be able to put food on the table.

Brief:

Made clear that our mission is to never leave our customers behind, especially the most vulnerable, during one of the toughest crises.

Objective:

We needed to find a tangible platform to assist the most vulnerable, something Colombians could implement with their own resources that would truly have a positive impact on their daily lives and wallets.

Transform public financial data into low-cost cooking recipes.

To become the first bank in Colombia to provide a simple and daily savings platform that utilized official food price data, enabling the most vulnerable Colombians at risk of food insecurity in 2022 to have access to affordable food for their households.

At 5:00 in the morning, when the National Administrative Department of Statistics and the largest food center in the country published the list of the foods with the lowest prices of the day, the bank analyzed and consolidated it, and immediately delivered it to one of the country's most recognized digital chefs, who in real-time, created dishes mixing only those ingredients that, by price, guaranteed the neediest Colombians to be able to put food on the table that day.

In less than 2 hours, we created the content and at 9:00 am, we uploaded it to the social networks most visited by the bank's clients and sent it by email and WhatsApp.

Since August 2022, for 5 months, from Monday to Friday, Banco Caja Social created recipes for "Delicious Prices!" We also used Banco Caja Social's database and our own media to reach customers directly through mailing and WhatsApp.

We increased our awareness by 3 points.

The recall among the younger target audience grew by 23.6%.

Social media engagement increased by 1,700%

We also achieved the highest number of views for content in the history of Banco Caja Social.

Our Instagram interactions grew by +3,684%, indicating that our content resonated with our audience and drove higher engagement.

Our Instagram posts received over 3,000 'Saves,' which is unusual for a bank.

As a result, the idea received TV channel's coverage, and reached over 67% of the Colombian population, increasing our brand awareness and visibility.