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BCR’s George turns banking on its head using micro-influencer content

The Challenge

Increase app installs, as well as signups and account top-ups.

The Solution

Combined brand assets with User Generated Content to produce automated creatives, at scale.

The Results

31% Better conversion rates from download to banking client.




UGC generated in 10 days


Lower cost per app install


Better conversion rates from download to banking client

George is the first smart internet banking from Romania: user friendly, personal and 100% online launched by Erste Group. Banca Comerciala Romana (BCR), a member of Erste Group, is the most important financial group in Romania, including operations of universal bank, as well as specialized companies on the leasing market, assets management, private pensions, housing banks and banking services through mobile phone.

The first Challenge

Get George as a brand more well known and as a banking solution. Open banking and digital-only banking are still rather new concepts in Romania, even with the growth of Revolut.

We needed to exponentially generate pieces of UGC with #staycontactless to fight against Covid-19. For every hashtag used George will donate 1 euro.

The first Solution

Mass-sampling t-shirts with positive messages to micro-influencers.

With over 135 micro-influencers enrolled in the campaign, it meant over 1.200 pieces of content in the span of just 10 days. A rollercoaster of communication, content and micro-influencers during a global pandemic – performed digitally and measured in one platform.

The second Challenge

Increase app installs, as well as signups and account top-ups once people had downloaded the app.

The second Solution

The Creative Studio’s abilities were put to the test. We combined brand assets (text, colors, logos) with User Generated Content to produce automated creatives, at scale, with a focus on performance. The outputs could be static banners or animated videos – or both, depending on on the need and channels.

These generated ads a 2.4X lower cost per app install and a 31% better conversion rate from download to banking client. At the same time, the brand saw spikes in money top-up – the activities rose by 23% thanks to the actions taken during this campaign.

While micro-influencers work best in very consumer-facing industries, such as Fashion, Beauty, Travel and Tech, banking and fintech are starting to catch up. With results such as these, we’re seeing more and more industries become interested in the power of UGC.

Results Summary

BCR brought something new into the market with the digital-only banking offering (George). This meant that the marketing had to align with that innovation, by deploying UGC across social and ads, while measuring the results of all activities.

Services used:

  • Influencers Community Management
  • Creatives with UGC
  • Social Analytics
  • Creative Studio

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