Apple FCU

Apple is active on seven social media platforms and as a result, we have a good portion of our digital budget going to paid advertising on these various platforms – e.g. Facebook, Instagram and started to advertise on TikTok last year. As part of our strategy, Apple wants to appeal to younger audiences such as Gen Z, and TikTok is the go-to platform for this audience, as 60% of TikTok users are GenZ. So, we decided to test and leverage the TikTok platform to drive new memberships with paid ads. All ads were served were within our geographic footprint of Northern Virginia.

The challenges: Reaching Gen Z can be challenging for established financial institutions. Paid social requires a high volume of diverse creative. And paid social creative production can be costly and time consuming.