Interbank Content Marketing

Interbank is one of the leading banks in Peru and a benchmark in digital transformation. Its part of the Intercorp group, one of the most important groups in the region.

Interbank is one of the leading banks in Peru, it belongs to the Intercorp group, leader in the national market. The institution leads the 2022 reputation ranking in Peru, according to Merco, and was chosen as Bank of the Year in Digital Transformation in Latin America and the Caribbean by LatinFinance magazine.

Luis Felipe Castellanos, CEO of Interbank, asserts that the path of the future is digital. “Today approximately 95% of what can be done in the physical world, that is, in branches, can already be done through digital channels,” he says.

When the eMail production problem was solved in the Content Marketing area of Interbank, it was identified that the production of the rest of the digital content had delays in production times. The bank required the speed they already knew in the production of e-mails.

MAKE, June 2019

We were called with the challenge of improving the production process of digital content (networks, web, blog, app, and others), increase efficiency and achieve a better time-to-market in communications with their customers.

Evaluation

Evaluating the effort required for the projected monthly pieces and assigning an exclusive team for their attention, with an allocation of squads by type of segments and products on which the communication would be carried out.

Design

Designing an agile work process, which allows prioritizing deliveries according to the communications calendar and to carry out partial reviews and timely approvals for each of the defined squads.

Implementation

Implementing management and design tools to automating repetitive manual processes that do not add value and distract from creative work.

In the first year of work, we were able to reduce production costs and improve the efficiency of the process, while improving the effectiveness of the bank’s communication with its customers.

In the last 3 years, we achieved the best communication time-to-market in the banking sector, allowing in 2020, to achieve most of the content and information shared with customers in digital channels with greater emphasis than the traditional products of the pandemic.

increase in the speed of content production in the first year of work.

Increase in the speed of production of a content between the MAKE of 2019 and the MAKE of 2022.

Increase in customer acquisition targets between 2019 and 2021.

Interbank Content Marketing

Interbank is one of the leading banks in Peru and a benchmark in digital transformation. Its part of the Intercorp group, one of the most important groups in the region.

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