Davivienda: financial education that reached 1.3 million people on social media, with zero ad spend

Every financial institution in Colombia is legally required to educate its customers about money (Law 1328 of 2009 and Decree 2241 of 2010). Davivienda meets that duty with its own content, and DataLab has supported it on a monthly retainer for 8 to 10 years. The work spans three programs with different audiences: Mis Finanzas en Casa, on social media, for millennials; Mis Finanzas para Invertir, a content hub for current and aspiring investors; and Mis Finanzas para mi Negocio, a hub for small merchants and banking agents.

Talking about money without sounding like a bank brochure. Each program competes for attention with everything else in social feeds and on Google, and each audience shows up with different questions: the millennial getting their finances in order, the first-time investor, the shop owner trying to grow. Mis Finanzas en Casa had a concrete brief: promote financial well-being among millennials and drive that interest to the misfinanzasencasa.davivienda.com progressive web app, against annual targets for reach, engagement, followers and traffic.

If we tie financial topics to digital trends and dates people already care about, financial education earns organic reach without paid media and drives traffic to the web app. On the content hubs, if we publish useful content consistently and in several formats, organic search grows the audience year after year.

Mis Finanzas en Casa (social media, 2023) closed the year with 1,298,722 people reached, 241,084 engagements and 23,349 visits to the web app, all organic. It beat its annual targets for reach (101%), engagement (103%) and traffic (108%); 5,000 new followers fell short of the 5,093 target, the only KPI it missed. Mis Finanzas para Invertir (content since 2017) was past 400,000 organic visits a year in 2021, growing more than 100% annually, with 50,000+ organic visits a month during that year. Mis Finanzas para mi Negocio grew 341% in 2020 and logged 90,000+ page views that same year.

In finance, trust is built through consistency. Reach and engagement respond fast when a money topic rides on a conversation people are already having; community growth is slower and needs its own playbook. And an educational hub fed for years becomes an asset that keeps bringing in organic visits without paying for every click.