Helping UOB slide into TikTok — with snackable finance content made for the Gen MZ scroll.
CLIENT
UOB
AGENCY
WeAreSocial SG
CATEGORY
Social
About
the project
Our challenge
Traditional media wasn’t cutting through — especially with a generation raised on scrolls, skits, and 7-second attention spans. To reach Gen MZ, UOB needed more than just another media buy. They had to show up where their audience already was: TikTok. But simply being on the platform wasn’t enough — the message had to match the medium. That meant ditching dry finance talk and leaning into content that felt native, entertaining, and culturally in sync.
What we did
To help UOB make its TikTok debut, we launched an always-on social content series designed to position the bank as Gen MZ’s go-to source for financial literacy in Singapore. Instead of talking at them, we built content pillars that tapped into real cultural conversations — from payday rituals and budgeting myths, to trending audios and meme formats. Every post was crafted to stop the scroll and spark curiosity — turning complex money matters into content Gen MZ would actually care to watch (and share).
Smooth Scroll
This will hide itself!
This will hide itself!
Getting FinLit with UOB
OVERVIEW
Helping UOB slide into TikTok — with snackable finance content made for the Gen MZ scroll.
CLIENT
UOB
AGENCY
WeAreSocial SG
CATEGORY
Social
About
the project
Our challenge
Traditional media wasn’t cutting through — especially with a generation raised on scrolls, skits, and 7-second attention spans. To reach Gen MZ, UOB needed more than just another media buy. They had to show up where their audience already was: TikTok. But simply being on the platform wasn’t enough — the message had to match the medium. That meant ditching dry finance talk and leaning into content that felt native, entertaining, and culturally in sync.
What we did
To help UOB make its TikTok debut, we launched an always-on social content series designed to position the bank as Gen MZ’s go-to source for financial literacy in Singapore. Instead of talking at them, we built content pillars that tapped into real cultural conversations — from payday rituals and budgeting myths, to trending audios and meme formats. Every post was crafted to stop the scroll and spark curiosity — turning complex money matters into content Gen MZ would actually care to watch (and share).
Smooth Scroll
This will hide itself!
This will hide itself!
Getting FinLit with UOB
OVERVIEW
Helping UOB slide into TikTok — with snackable finance content made for the Gen MZ scroll.
CLIENT
UOB
AGENCY
WeAreSocial SG
CATEGORY
Social
About
the project
Our challenge
Traditional media wasn’t cutting through — especially with a generation raised on scrolls, skits, and 7-second attention spans. To reach Gen MZ, UOB needed more than just another media buy. They had to show up where their audience already was: TikTok. But simply being on the platform wasn’t enough — the message had to match the medium. That meant ditching dry finance talk and leaning into content that felt native, entertaining, and culturally in sync.
What we did
To help UOB make its TikTok debut, we launched an always-on social content series designed to position the bank as Gen MZ’s go-to source for financial literacy in Singapore. Instead of talking at them, we built content pillars that tapped into real cultural conversations — from payday rituals and budgeting myths, to trending audios and meme formats. Every post was crafted to stop the scroll and spark curiosity — turning complex money matters into content Gen MZ would actually care to watch (and share).
Smooth Scroll
This will hide itself!
This will hide itself!