In a previous article, we learned in detail about the SWOT analysis of Banco do Brasil. By the end of this blog, you’ll get to know how Banco Do Brasil reserved its place as one of the largest banking institutions in Latin America because in this article we are going to observe the marketing strategy of Banco Do Brasil.
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Now buckle up your seats because you are going to know about the impressive marketing strategy of Banco Do Brasil. But before going ahead, let’s first begin with the story, target audience and digital presence of Banco Do Brasil.
About Banco Do Brasil – Company Overview
Banco do Brasil SA is Latin America’s largest banking institution, with subsidiaries, branches, and representative offices operating in more than 20 countries. Banco do Brasil is a wholly-owned subsidiary of Banco do Brasil SA, which was founded in 1980.
The bank has four branches in the following countries: Portugal, Spain, France, and Italy, in addition to its headquarters in Vienna, Austria. Banco do Brasil’s market strategy focuses on wholesale banking, mostly in agreements with Brazilian enterprises that want to market in Brazil and Europe while staying within country risk restrictions.
The company’s main products are corporate banking and trade financing. Import and export finance transactions, letters of credit, forfeit and guarantees make up the majority of the product offering. Domestic and international payment transfers, as well as money market transactions, round out Banco do Brasil’s product portfolio.
|CEO||Fausto de Andrade Ribeiro|
|Area Served||U.S.A (Washington, Miami) & other countries|
|Industry||Banking and financial services|
|Market Share/ Revenue||US$ 53.0 Billion (2017)|
|Vision||To be the most important and reliable bank in the lives of customers, employees, and shareholders and for the development of Brazil.|
|Tagline||Todo seu (All yours)|
Marketing Strategy of Banco Do Brasil
Now that you have a clear idea of how Banco Do Brasil works, let’s get to know about the effective marketing strategy of Banco Do Brasil that made it the Largest Financial Institution in Latin America.
Segmentation, Targeting and Positioning
Banco Do Brasil is one of the leading brands in the banking and financial services sector. With more than 54 million customers in Brazil and abroad, this company has kept the trust of its clients by remaining the market leader among other financial institutions.
It is involved in wide segments including Banking, Investments, Assets Management, Insurance, Pension Funds, Savings Bonds, Payment Methods and other segments. It has good relations with everybody in its circle, be it employees, shareholders, customers, society, regulators or the government. It has strong credibility and relations.
The target group includes Private individuals, SMEs, corporate clients, and Government campaigns. Through various technological transformations in consideration of the trends in the national economy, BDB is looking forward to expanding its network overseas.
Banco Do Brasil has reserved its position of being one of the globally based banks by having a USP of “banking with trust and innovation”.
This campaign was launched in 2012 in Partnership with EyeSea for making awareness about its new product launch – Money Transfer from Brazil to the USA and vice-versa targeting Brazilians living in the US.
Banco Do Brasil chose the swing to represent this campaign as “Swing” and “Balance” are spelt the same in the Portuguese language. Also, it indicates doing money transfers from Banco Do Brasil is as simple as playing in the swing.
The campaign was successfully executed, reaching its main goal of meeting its clients’ expectations.
Another campaign was launched by the bank on 30 July 2021 for the primary purpose of encouraging athletes in the Olympics by transfer of something which is more valuable than money–support and enthusiasm by Brazilians.
The company has helped many fans send their “cheers” to the country’s athletes via Whatsapp and athletes in gaining their confidence virtually.
Its main focus was to build moral support among the athletes. This campaign proved a success as it won the hearts of many Brazilians including athletes and people from abroad.
This campaign was held on 8 Jul 2021 on Instagram for volleyball lovers. It was a Game-based marketing strategy to increase the brand’s outreach and to reach out to maximum customers.
This campaign has been amazingly rendered by having a Game of SuperTrump. It includes colourful cards with photos of Brazilian Volleyball players and their strengths. Features include: loot, receive, lift, attack, block and defence.
The campaign had been run to increase the engagement ratio and search traffic for the brand.
Social Media Marketing
Banco Do Brasil has an online presence on Social Media like Instagram, Facebook and LinkedIn. It is more active on Facebook (6 posts in the last two weeks) following Instagram (on an avg.-1 post in 3 days) and LinkedIn (1 post in 3 days).
Due to its highly engaging online presence, it has a maximum no. of followers on Facebook (3M) following LinkedIn (1.5M) and Instagram (522K).
The content usually focuses on security protection, entertainment posts regarding volleyball games, environmental sustainability and promotional content.
As per SEO ranking, it is considered that the Number of Organic keywords – below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see that www.bb.com.br has 196,293 organic keywords and it is exceptionally amazing which means the digital marketing of Banco Do Brasil is gaining an excellent number of insights.
Also, the traffic per month is around 4 million which is known as fantastic. But here BB has been doing a fantastic job in its SEO strategies to remain dominant above its competitors.
BB doesn’t possess strong influencer marketing as it mostly approaches Brazilian athletes (whose followers range between 5000-6000) and USA real estate owners(who rarely have followers in K) for promotion.
As it is a financial institution, it relies on services. Hence, it doesn’t have any product site or any e-commerce website. It announces its new service launch on its social media platforms usually.
The mobile Application of Banco Do Brasil is user-friendly and has all the features a user can ask for! The app provides all the services for the digital account from payments, and transfers to cards, and loans adding open banking services also.
Special Features of the app:
- It has a financial manager to take care of your expenses and savings
- It avails investment in funds like LCI, LCA, etc.
- It provides Insurance services and various plans related.
Link for the app
Content Marketing Strategy
BB is actively present on Social Media, especially on Instagram. On Instagram, it regularly posts stories and launches new campaigns, following the trends in the industry. Through posts and stories, it keeps its audience engaging and entertaining at the same time. From posting content related to Cyber Security to awareness about its new services, it does every possible action to make its audience stick to it.
This ends the elaborative marketing strategy of Banco Do Brasil. Let us conclude our learning below from the marketing strategy of Banco Do Brasil.
Conclusion – What’s Unique in Banco Do Brasil Marketing?
To conclude, Banco Do Brasil is doing an excellent job in its SEO strategy, it also focuses on new technologies and now that it knows the importance of building relations globally, the network of the company and its clients are increasing heavily.
But it needs to work more on Influencer Marketing, as the biggest threat to it is its competitors which will surely come with more technological advancements and more reliable solutions if it doesn’t increase its outreach to customers.
Overall, the biggest strength of Banco Do Brasil is that it is trustworthy and relevant. With the power of customers’ growing trust, in no time we’ll see the brand becoming global.
As Banco Do Brasil cut off its maximum competition just through its effective marketing efforts, Marketing does play an imperative role in the make or break of the company. Now is the time even marketing is going online, and with the increasing demand for digital marketing, the scope for digital marketers is expanding too. With the growing potential of digital marketing, it’s critical to educate yourself on the subject.
Check our Online Digital Marketing Course if you want to learn more and improve your marketing skills. Alternatively, you can enrol in one of our free online masterclasses led by IIDE’s CEO, Karan Shah, to gain insight into the field of digital marketing.
We hope this blog on the marketing strategy of Banco Do Brasil has given you a good insight into the company’s marketing strategies.
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