TikTok with confidence, strategy, and… barketing: The case of Bank of Cyprus and ORB

With nearly 2 billion users dedicating 32 billion hours annually to the platform, and with the rapidly growing presence of the 25–44 age group, which now makes up 40% of its regular users, TikTok’s evolution was expected. What began as a youth-focused entertainment platform filled with viral dance videos and memes has transformed into a strategic tool for marketing, branding, and sales, redefining the relationship between businesses—large and small—and the consumer audience.

Major international companies like McDonald's, Starbucks, and Pizza Hut were among the first—well before the platform was considered a cornerstone of modern marketing—to identify the opportunity, recognise the potential of this untapped medium, and explore its strategic prospects in the business world. And they reaped significant benefits.

In Cyprus—where, as is often the case, “news” arrives with a slight delay—the market has begun to understand TikTok’s dynamic potential. However, the growth potential that remains untapped is still enormous.

The case of Bank of Cyprus

Bank of Cyprus stands out as a prime example of swift reflexes, smart strategy, and effective execution. With the creative support of ORB Communications, the Bank has emerged as a benchmark presence on TikTok, redefining how a traditional financial institution can engage with modern audiences.

ORB’s strategic approach has enabled Bank of Cyprus to craft authentic content that blends humor, timely social commentary, and participation in trending topics. This content has also strengthened the Bank’s employer branding by highlighting its human side, presenting a more relatable and approachable image. At the same time, the strategy has introduced a blend of infotainment and educational elements, making financial topics more accessible and engaging for younger audiences.

One of the most memorable moments of the campaign was the introduction of Lulu, a charming Toy Poodle and Barketing Director at ORB. In a humorous twist, Lulu was cast as the "Family Budget Manager" in the Bank's TikTok videos, quickly becoming a fan favourite and capturing the hearts of viewers.

The results speak for themselves: the campaign garnered thousands of views, generated high levels of engagement, and positively influenced the public image of Bank of Cyprus. Through this inventive approach and the captivating tone of its videos—which perfectly align with the Bank’s communication objectives—the case proves that even the most traditional organisations can reinvent their image, boost audience interaction, and successfully connect with the next generation of consumers when guided by a well-crafted strategy.

TikTok: Vast potential for small and medium-sized businesses

The Cypriot market has begun to grasp the dynamic potential of TikTok—an important realisation that highlights the significant room for growth that still lies ahead. Small and medium-sized enterprises, in particular, can leverage the platform to create localised content rooted in Cypriot culture and dialect, showcase their human side through storytelling that features owners, employees, and behind-the-scenes moments, and build meaningful partnerships with Cypriot micro-creators to enhance trust and audience engagement.

It’s essential to emphasise that TikTok gives both visibility and voice to the "smaller" players. A local bakery, a small clothing boutique, or an independent content creator can use the platform to share their brand’s story in an authentic way, build a community, and convert attention into sales through features like links and live selling. Micro-creators form the backbone of TikTok—not simply because they entertain, but because their communities are deeply engaged and loyal.

The team behind the results

At the core of this success is the team at ORB Communications—a group of creative and strategic minds with deep knowledge of the digital landscape. They bring extensive experience in producing authentic, engaging content and the ability to transform any idea into measurable results. With a strong focus on next-generation platforms like TikTok and a deep understanding of audience behavior, ORB crafts stories that inspire, involve, and influence.

TikTok: A platform for forward-thinking businesses

In conclusion, TikTok is not just another social media platform. It is a living, evolving space with the power to shape public opinion, foster emotional connections, and drive commercial outcomes. It defines the new era of communication and business growth.

Its true strength isn’t just in the numbers, but in its ability to forge relationships, convey meaningful messages, and turn viewers into customers. For those who choose to approach it strategically, it remains a largely untapped opportunity to boost brand recognition, build customer relationships, and increase sales.