Our data shows that customers that prefer to use technology for banking purposes are more likely to be younger and active on social media. They are less likely to visit a bank branch on a regular basis. One challenge many banks are facing is how to connect with these tech users and engage them outside of the branch.

Bancolombia approaches this challenge through its use of social media to learn about the financial goals of its remote-channel customers.  In an effort to help customers feel more at ease with borrowing, Bancolombia devised a Facebook campaign encouraging consumers to share their dreams as they pertain to credit. The bank responded through a series of video messages on their YouTube channel unpacking the non-financial considerations required to make these dreams come true. Consumers were then invited to vote for their favorite dream, with the top 3 dreams receiving a final contribution. All other contributors were able to click through on embedded service links to discuss suitable credit products.

Use this case to learn how to:

Access the Bancolombia case study here