RBS has recruited a number of social media ‘influencers’ to promote Bó.
The campaign involves sponsored Instagram posts as well as using TikTok.
It’s run jointly by RBS and Visa.
Bó was launched in November and aims to bring digital banking to RBS’ younger customers.
What does this mean?
The social media campaign is a sign that Bó wants to appeal to the youth market and is listening to the needs of that segment. Influencer campaigns have proved successful for other challenger banks in the past, and the new year is a good time to kick this off while consumers are resolving to budget and overhaul their finances.