OTP banka
SERIOUS BANK. UNSERIOUS TIKTOK.
2026
How do you make a serious financial institution relevant to Gen Z? With Ježek, humour, and content that speaks TikTok's native language.
SERVICES
- Content strategy for launching on a new platform
- Content marketing
- Collaboration with content creators
- Audio-video content creation
CHALLENGE
As part of its digital-first strategy, OTP Bank wanted to engage younger audiences on their most native platform—TikTok. The challenge was to remain credible as a regulated financial institution while creating authentic content that embraced platform culture and genuinely resonated with Gen Z.
SOLUTION
Our strategy was simple: don’t adapt TikTok to banking—adapt banking to TikTok. Together with young creators, we produced native short-form videos combining humour, practical financial advice, and storytelling. Ježek evolved into OTP Bank’s trusted financial influencer, giving the brand an authentic voice on the platform.
ACHIEVEMENTS
Successfully launched OTP Bank Slovenia’s TikTok presence.
Built an engaged organic community without reputational or compliance risks.
Validated TikTok as a long-term communication and paid media channel.
Achieved lower CPMs and CPCs than Meta among younger audiences.
Earned positive media coverage and user comments describing the brand as “iconic.”
Instead of launching another branded channel, we created a TikTok profile that educates through entertainment. The redesigned Ježek became the face of the platform, helping young audiences navigate everyday financial questions, banking products, and life moments through content that felt native rather than promotional.