TikTok Unlocked

Who said finance can't be fun?

How we empower Gen Z with financial literacy, just the way they like it.

UniCredit set out to address a present-time challenge: providing essential financial education to younger generations, many of whom lack access to proper resources and increasingly turn to TikTok for guidance.

In a digital landscape filled with misinformation and scams, UniCredit aimed to become a trusted voice.

To truly connect with Gen Z, we knew we had to speak their language. So, we brought UniCredit to TikTok and removed any old banker vibe.

We created TikTok-first content that felt authentic to the platform. Blending education with entertainment, we provided clarity to those who needed it, while effectively and meaningfully connecting with our new target audience.

The brand didn’t just provide information—it sparked conversations, encouraging participation and interaction through trending formats that resonated with the community.

By collaborating with a creator who utilised engaging formats like quizzes, memes, POVs, and challenges, we captured the audience's attention with financial tips that were fast, funny, easy to understand, and relevant.

We also involved UniCredit employees, who appeared in trending videos and behind-the-scenes content, showcasing the bank's approachable, human side and building a more personal connection with viewers. The campaign even extended offline with street interviews that explored public perceptions of financial literacy, further tangibly engaging the community.

The campaign struck a chord with its target audience, and in just four months, UniCredit became a reference point for younger people and strengthened its commitment to "Empowering communities to progress”.