We’re in the Top Social Brands again this year — a ranking compiled and published by BIZ magazine. The list tracks how brands in Romania evolve on social media: what they did over the past year, how they performed, and what new ideas they brought to their online presence. This year we’re proud of our 4th place, up 3 positions from last year. 

The assessment looked at brands’ social media presence: blogs, social pages and the campaigns run there; support for events dedicated to social platforms; customer care via social channels; and how social campaigns were amplified on TV or other traditional media.

BT’s Social Media Story

Our social media story started in 2009 with our Facebook profile. Today we’re everywhere: blog, Facebook, Instagram, Twitter, LinkedIn, YouTube, podcasts and, occasionally, TikTok — not as a content creator, but rather as an advertiser. What’s more, BT still has the largest follower community among Romanian banks: over 600,000 followers on Facebook and 130,000 followers on Instagram.

Back in 2016 we were 27th in Top Social Brands; since 2017 we’ve been in the top 10, alongside other major Romanian brands.

Results and ideas (April 2020 – April 2021) that kept us in the top:

• We work with bloggers and vloggers, but what truly sets us apart is the BT Blog itself. Alongside how-to articles and #OameniidelaBanca, last year we also launched an initiative heavily promoted online — #CumparaDeLangaTine.

• Celebrity campaigns — Simona Halep at Winners Open, the event that brought Romania’s top women tennis players to Cluj. Our main activation was a takeover of BT’s Instagram account by Simona Halep. She shared the tournament experience from the locker room and from the court, right on BT’s page.

• For Simona Halep’s birthday, and because she was competing at Roland-Garros at the time, BT sent her an anniversary message right in Paris, on behalf of all Romanians — a tribute to one of Romania’s symbols we’re proud of. The “Happy Birthday” message, in English and French, appeared on 430 screens across Paris, as well as in the French online press.

• INNA’s Dance Queen House — We joined a different, cool project alongside INNA. For 3 weeks, the singer wrote music with various artists in a house near Bucharest. We had product placements in her vlogs — for example, BT Pay.

• Endorsement campaigns to promote BT Pay, Romania’s first banking wallet.

• Romania’s National Day campaign with Simona Halep — to mark the national day, we launched an inspirational campaign together with Simona Halep, BT’s biggest ambassador. On 1 December, we aired the first documentary about Simona Halep, a piece that captured the mindset and motivations of a hero of our generation.

• Real-time marketing.

• We also communicated — including on social media — our online banking sales campaigns, and worked with several influencers and micro-influencers to spread the word about the #GoodVibesOnly and #SummerVibes offers.

For us, social media is one of the places we feel most at home — and that’s what we call #humanbanking. 🥰

Editor: Adelina Popa, Marketing Officer