Buró de Crédito
Building financial trust and credit awareness through a user-focused digital strategy
Project: Digital Credit Revolution
The Challenge
Buró de Crédito was facing a widespread negative public perception rooted in misinformation about its role and operations. This stigma hindered product adoption and brand trust. Buró de Crédito needed to reach new digital audiences—especially younger demographics—while promoting services like Mi Score, Credit History Monitoring, Credit Security, and Buró Alerts. Improving reputation and increasing customer engagement were top priorities.
Multiplatform Content Strategy
An integrated content strategy was implemented to position Buró de Crédito as a trustworthy and approachable source of financial education. The strategy emphasized short-form videos—especially on TikTok—featuring formats like "Buró Consultations" that addressed real questions from users. This direct, friendly communication helped dismantle myths about credit histories and positioned the brand as a helpful ally.
Project Impact
4x growth in TikTok followers
TikTok, X, and LinkedIn became key channels for customer interaction and talent attraction
340% increase in total brand mentions
Brand Humanization and Engagement on Key Networks
The campaign also focused on humanizing the brand. Topics such as job openings, employee testimonials, and behind-the-scenes content showcased Buró de Crédito as both a financial authority and an attractive employer. X (formerly Twitter) emerged as the main hub for real-time user engagement, serving both as a customer service channel and a driver of traffic to digital services.
“The digital transformation led by Ingenia has significantly improved our ability to serve both financial institutions and consumers. Ingenia has also helped us maintain the highest standards of security and compliance.
Marketing Team
Buró de Crédito
Detailed Content/Process
1. Diagnosis and content strategy: The process began with a reputational audit to identify public concerns and misconceptions. Based on these insights, content pillars were developed around education, empowerment, and aspiration—addressing user doubts head-on with clarity and empathy.
2. Content production and cross-platform distribution: Short-form videos were created and optimized for TikTok, YouTube Shorts, and Instagram Reels, complemented by live support and community engagement campaigns on X. LinkedIn was leveraged to promote employer branding through job postings, workplace culture stories, and messages of financial inclusion.
3. Results and positioning success: Organic engagement on TikTok skyrocketed, quickly making it a central platform for audience growth. Brand mentions rose significantly across all channels, and for the first time, the public conversation around Buró de Crédito shifted to become predominantly positive and informative.
