Santander PyME
Santander PyME: small businesses, built for big success
Small businesses, big results
Santander PyME used creator-led, TikTok-first, and institutional creative with In-Feed and Lead Generation ads powered by Smart+ to turn consideration into action in Mexico, contributing to 16x appointment generation, 73% new customer growth, and 13% higher product uptake.
The Objective
Transforming Consideration into Action
In a highly competitive SME banking landscape in Mexico, Santander aimed to strengthen the relevance of its SME offering by positioning itself as a close, agile, and reliable partner for small and medium-sized business owners.
The challenge was clear: turn consideration into action, connecting emotionally with SMEs, entrepreneurs, and professionals, while demonstrating through TikTok-first content how Santander simplifies their financial management.
To achieve this, the strategy focused on highlighting key differentiators of Santander’s SME ecosystem, including personalized advisors, SME packages, LikeU Business card, and the Enlace Móvil App, the brand wanted to use a direct, optimistic, and actionable tone that encouraged users to book an appointment and sign up.
The Solution
Connecting through relevant Creativity
To build an authentic connection with its audience, Santander developed an integrated strategy combining creators, TikTok-first creativity, and clear institutional messaging, in collaboration with creative partner Creemy.
The approach was built on three key pillars:
Creators within the SME space, bringing credibility and relatability, integrating Santander’s value proposition naturally into content.
TikTok-first creatives developed through TikTok Creative Exchange (TTCX) with Creemy, translating Santander’s SME offering into relatable, everyday business scenarios, showcasing how the brand supports business growth in a simple and engaging way.
Institutional creatives, amplifying product benefits and clearly communicating the application process to build trust and ease decision-making.
To maximize impact, Santander activated a full-funnel strategy using In-Feed with traffic objective and Lead Gen Ads powered by Smart+, ensuring presence, relevance, and conversion across the user journey.
The Results
Driving Business Results
The strategy successfully connected with SMEs, combining storytelling, relevance, and performance:
Creator-led creatives achieved a 97.38% VTR and 22.9M reach, demonstrating strong attention and audience connection. In parallel, TTCX and institutional creatives amplified the message, reaching a 98.25% VTR and sustaining ongoing engagement.
Comparing 6 months pre-campaign vs. 6 months during the campaign:
16x increase in appointment generation, reflecting a significant rise in SME intent to explore and adopt the offering.
+73% growth in new SME customer acquisition, evidencing direct business impact.
+13% increase in product adoption, translating into real revenue growth.
Sources:
TikTok Ads Manager, 2025
This is a TikTok Case Study. Past results do not guarantee or predict future performance.
By adopting a TikTok-first approach, combining strategic audience targeting with conversion-driven creative, we brought to life a 'brandformance' model that transformed visibility into measurable outcomes and tangible growth in acquisition.
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Your questions, answered
Business Help CenterWhat was Santander PyME trying to achieve?
Santander wanted to turn consideration into action among small and medium-sized business owners in Mexico. The goal was to position its SME offering as close, agile, and reliable while encouraging people to book an appointment and sign up.
How did the campaign approach work?
The strategy combined creator content, TikTok-first creative developed through TikTok Creative Exchange with Creemy, and institutional creative. Media included In-Feed with the Traffic objective and Lead Generation ads powered by Smart+ to support awareness and conversion.
What results were reported?
Compared with the six months before the campaign, Santander reported a 16x increase in appointment generation, 73% growth in new SME customer acquisition, and a 13% increase in product adoption. The page also notes that past results do not guarantee future performance.