Expertise, boldness, creativity
Macaw prevailed over several competitors in a multi-stage pitch and will be responsible for comdirect’s strategy development, content planning and production as well as the implementation of campaigns and influencer activities in the future. Macaw impressed with its high level of strategic expertise, bold content formats and a creative concept for working with influencers and content creators.
‘Snackable’ content
The social media channels Macaw will be managing for comdirect are Instagram, Facebook, Twitter and YouTube. In doing so, comdirect aims to address several target groups, including investors and traders, but also young financial newcomers in particular through content that is relevant to them and increase brand awareness through interaction. “To do this, the sometimes rather dry content has to be ‘snackable’, or easy to understand, while also remaining fun so that the younger target group enjoys engaging with it – or even better, is excited by it,” explains Uli Wolter, Managing Director at Macaw Germany.
Interaction
For comdirect, communication via social media plays an important role in retaining existing customers and reaching out to potential new ones. The relevance of these channels is reflected in their success: In the bank ranking of the influencer marketing platform Storyclash, comdirect achieved first place in 2020 as the bank with the most interactions.
TikTok
Prior to winning the overall account, Macaw had already implemented compelling campaigns on TikTok for comdirect. “We are very pleased to be able to continue and expand comdirect’s successes on TikTok now as part of the expanded contract”, says Uli Wolter.
Generation Z
“Social media is a complementary communication channel that is steadily growing in importance for us,” emphasizes Felix Lüllemann, Senior Manager Social Media Strategy at comdirect. “This allows us to provide expert knowledge and relevant background info to our technically savvy target groups, but also to address Generation Z and actively interact with young people. We don’t see communication as a one-way street, but as a spontaneous dialog. Social media is predestined for this.”
