Ubank – The Boss Bet

The Brief

TikTok was always going to be a primary channel to reach our target audience when I was building the Ubank team. The problem was that by then, we were already a couple of years late to the party. We needed to make a big splash in a short amount of time. Also we’re a bank. On TikTok. Not everyone’s favourite combination.

The Solution

I put my skin in the game. We created a storyline around a smug ‘boss’ character, betting our ‘social manager’ they couldn’t get 40k followers in under a month. If they did, the boss would have to get a capybara tattoo. As expected, I now have a capybara tattoo.

This led to dozens of social and even OOH assets, including a billboard placement to follow Ubank on Tiktok. The campaign completely took off on the platform, spawned dozens of imitator campaigns, organic UGC, record engagement and ultimately to Ubank being the most followed fintech in Australia.