Ping An Bank cashes in on Bilibili success

Historically, the public’s perceptions of financial brands were based on traditional cognition. However, Ping An Bank has created a differentiated brand image through Bilibili, a diverse content platform, easing the financial industry’s pain point in attracting more new-generation users.

Ping An Bank has fostered its brand’s virtual intellectual property – Ping An Xiao Cai Niang – within the context of young people to develop its differentiated brand image. This IP is created as a communication bridge between the brand and its users and is used in subsequent content collaborations to strengthen the brand’s differentiation continuously. In conjunction with the e-sports culture prevalent among young people, a full diversification of styles and topics has been achieved.

Although some brands have developed their own virtual-human IP, most mainly serve to present a ‘young’ image. Ping An Bank’s virtual-human IP is not just for brand image. It created linkage with content enjoyed by Bilibili users (e.g., Uzi’s AI singing), destroying not only the borders between the virtual and real worlds, but also the impression of the traditional financial industry.

• The formula for revitalising Ping An Bank: content + stylisation to develop the brand’s signature content assets and achieve the unity of content output, including virtual images.
• Content formula: precise topic selection + test. In addition to widening the trendy content in cooperation, also deepening the brand with in-depth content.

The brand Ping An Xiao Cai Niang has gained 1.15 million fans and more than 2 million likes, with the greatest number of video views reaching 1.96 million.