Société Générale

The Objective

Turning a key moment into a full-funnel opportunity

SG, the French Retail Bank of Société Générale Group, set out to turn France’s 2026 BAC results period into a full-funnel opportunity for its bank-account offer. The brand aimed to drive traffic to its offer pages when exam results were most relevant, while building consideration and generating leads to support customer acquisition.

Before this campaign, SG TikTok activity had focused on Always-On conversion campaigns. The BAC activation expanded this presence by combining a dedicated campaign around exam results with ongoing conversion activity. TikTok provided an opportunity to connect the bank’s offer with the BAC results moment across discovery, video and search experiences, linking upper-funnel exposure with measurable actions further down the conversion journey in France.

The Solution

Connecting discovery, premium reach and lead generation

SG built an integrated TikTok plan combining premium placements, search discovery and performance media. The BAC activation ran in France throughout the exam results period, targeting audiences aged 18–24 and leveraging TopFeed, Pulse Custom, In-Feed Ads and Category Search Hub to maximise visibility and reach audiences at a highly relevant moment.

Alongside this activation, Smart+ Lead Generation supported ongoing Conversion Always On activity, connecting campaign exposure with lead generation and customer acquisition objectives.The campaign targeted audiences aged 18–29 and 30+ across France, combining broad reach and discovery opportunities with performance-driven activation to support the bank’s full-funnel objectives.

The Results

Driving measurable lift from search to lead generation

The campaign delivered measurable outcomes from discovery through conversion. According to internal TikTok data, the Category Search Hub generated 87.7K page views, alongside a 35% engagement rate, 5,100 CTA clicks and a 5.81% destination CTR.

At six or more impressions, the Brand Lift Study recorded a +7.21% lift in Intent and a +10.5% lift in Preference. The Conversion Lift Study reported a +30.3% relative lift in Submit Form and a +24.3% lift in Start Trial; these results were assessed using a two-tailed 90% significance test, with incremental conversions and CPIC based on matchable, opt-in events.

Together, the findings support the success of linking a timely branded discovery experience with Always-On lead generation. A logical next step is to apply the same integrated measurement approach to future TikTok activity and continue testing the role of frequency across brand and conversion outcomes.