Paid social, native videos and TTCX: how Société Générale divided its CPL by 4
Context
We supported Société Générale in integrating and scaling up TikTok within their media mix, in a context of strong digital ambitions and a search for new growth channels.
The challenge was twofold: reaching exclusive audiences that are hard to access on other channels, particularly young people, while maintaining a pure performance logic focused on recruiting new customers and placing products (current accounts, consumer credit, insurance).
The main difficulty lay in the ability to industrialize native creative production, adapted to the platform's codes, without an in-house studio or a dedicated creative budget.
Solution
We structured a bottom of funnel TikTok strategy, driven by performance, with a creative setup industrialized through the TTCX program.
Acquisition strategy & targeting
- Rollout of volume oriented campaigns with controlled CPL and CAC targets, using broad targeting to maximize account openings.
- Activation of specific segments for the youth offer, an audience that is hard to address through the other channels of the mix.
- Integration of the Adjust MMP via TikTok's native connectors to manage in-app campaigns on customer equipment audiences.
Creative production through the TTCX program
- Co-development of UGC creative concepts with the TTCX program's partner agencies, in place of a non-existent in-house production.
- Funding production directly from the media budget, in a virtuous circle logic: tailored creatives → performance → increased budgets (x3 to x4 in spend).
- Adapting creative messages according to seasonality and priority offers, particularly during key periods such as November.
Granular performance management
- Tracking of KPIs: click-through rate, hook rate, hold rate, CPL and CAC by product.
- Continuous creative optimization based on platform performance signals.
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