Banco do Brasil Goes Beyond Banking to Engage Younger Audiences

Banco do Brasil is one of Latin America's biggest and most established financial institutions. It has played a central role in the evolution of Brazil’s financial system. Throughout its history, the bank has continuously reinvented how it connects with customers, combining scale and trust with cutting-edge digital experiences.

In Brazil, Awin supports forward-thinking organizations like Banco do Brasil in expanding these ecosystems through affiliate marketing, connecting brands, customers and digital platforms to drive engagement, relevance and sustainable growth.

The challenge

As digital consumption continues to evolve, consumers expect more from the brands they interact with, including financial institutions.

Digitally native consumers value:

• Seamless experiences across digital channels
• Immediate and tangible value through rewards and benefits
• Brands that integrate naturally into their lifestyle

Banco do Brasil has been actively investing in digital innovation to meet these expectations. One of the pillars of this strategy is Shopping BB, the bank’s marketplace hub that connects customers with partner brands through cashback, coupons and exclusive offers.

The opportunity was clear: customers who interact with Shopping BB generate 48% more revenue than those who do not. Expanding engagement with younger audiences through this ecosystem became a strategic priority.

The goals

After exploring how affiliate marketing could help Banco do Brasil better connect with its customer base, the bank set some ambitious goals:

• Attract and retain younger audiences and drive adoption of Shopping BB among digital natives who value rewards and seamless experiences.
• Increase traffic and sales by converting more visitors into active and recurring shoppers.
• Create ecosystem stickiness by introducing young customers to Banco do Brasil's broader product suite, including payment and credit solutions, like the Ourocard credit card, and its insurance services.

The solution

“Brand Day has become a true success story at Shopping BB, generating excitement among customers, increased GMV and new customers for sellers and reinforcing Banco do Brasil’s commitment to delivering innovative and valuable experiences.”

Banco do Brasil and Awin designed a strategy focused on meeting customers in their everyday digital environments, from social media to online shopping platforms.

The result was Brand Day, a one-day event where Banco do Brasil customers benefit from exclusive cashback conditions with a specific brand partner.

With Awin supporting partner recruitment and affiliate infrastructure, the initiative quickly evolved into a scalable growth engine, which took care of four priorities:

1. Create unmissable value for deal-hungry shoppers

Younger consumers are savvy comparison shoppers who actively seek out the best deals. Brand Day offered something genuinely remarkable: baseline cashback of 20-25%, which was virtually unprecedented in the Brazilian market, with an additional 5% for Ourocard users.

By limiting each Brand Day to a single partner for 24 hours, the event created urgency and scarcity that drove immediate action from deal-conscious shoppers.

2. Partner with brands young people love

Awin's strategic partner recruitment focused on brands with strong youth appeal and cultural relevance. The first Brand Day series featured Samsung (the go-to tech brand), Nike (aspirational athletic wear), Vivara (accessible luxury jewelry), and Natura (sustainability-focused beauty), all brands that younger Brazilians already follow, discuss, and aspire to own.

3. Speaking the language of social media

Banco do Brasil activated its "Squad BB" influencer network to amplify Brand Day campaigns across the platforms where younger audiences spend their time. For the Nike Brand Day, the bank partnered with Olympic skateboarder Rayssa Leal (8.5 million Instagram followers) and surfer Italo Ferreira (3 million Instagram followers).

Traditional banking advertisements were switched with authentic content from trusted voices, helping younger audiences perceive genuine value and relevance.

4. Delivering seamless digital experiences

Powered by Awin's technology, Shopping BB delivered the frictionless experience users demand. Cashback appeared instantly, tracking was transparent, and the entire journey from discovery to purchase was optimized for mobile devices.

Real-time monitoring also ensured the platform handled massive traffic spikes without degradation.

The results

"Brand Day materializes and makes tangible the Banco do Brasil’s purpose of being relevant in people’s lives at all times. Our partnership with Awin combines robust technology, precise tracking, and seamless integration with our digital channels. This synergy highlights the importance of smart partnerships in boosting the core business, generating real and sustainable value for our customers.”

Brand Day was an instant success. The first event with Natura in August 2024 showed a marked improvement in performance for the brand on Shopping BB compared to the previous year:

• 30,000+ clicks to offers (+48% year on year)
• 4,400+ sales (+34% year on year)
• R$270 average order value (+45% year on year)

After taking learnings from the first event, the Samsung Brand Day in September 2024 demonstrated the model's scalability:

• 44,000+ clicks (+47% year on year)
• 4,500+ sales (+453% year on year)

Subsequent Brand Days with Vivara (+119% sales) and Nike (+453% sales) continued the momentum.

Beyond individual campaigns, the initiative significantly increased engagement with Shopping BB. Marketplace traffic during Brand Days reached up to 13x normal levels, driven largely by new users discovering the platform.

Even more importantly, these customers demonstrated exceptional value. Users acquired through Brand Day generated 410% more revenue in their first three months compared to those coming through traditional channels.

What began as a promotional event evolved into a business strategy, a powerful gateway into Banco do Brasil’s broader digital ecosystem, strengthening customer relationships and increasing the bank’s role in everyday life.

Through its partnership with Awin, Banco do Brasil demonstrated how established institutions can combine scale, trust and innovation to create modern digital experiences.

By leveraging affiliate marketing, creator partnerships and a strong ecosystem strategy, the bank continues to expand its relevance among new generations while generating value for customers and partners alike.

Partner with Banco do Brasil