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**Create a new experience of virtual and real interaction of virtual digital people How does this bank attract young people**
In recent years, banks have gradually deviated from traditional marketing methods in attracting young customers, focusing on young people’s interests and hobbies for innovation. Ping An Bank, which regards the young customer group as the key service customer group, is at the forefront by incubating and operating the “Ping An Xiaocai Niang” IP, playing and using it with young people. After two years of operation, Ping An Xiao Cai Niang has not only gained millions of fans, but also been recognized by the market media. It has successively won the Best Customer Group Management Award and the “Sixth Retail Banking Innovation Practice Award” by “Retail Banking” Two honors for the best digital social media project in the “2023 Outstanding Retail Financial Services Award” by The Asian Banker. Recently, Ping An Xiao Cai Niang has upgraded from a two-dimensional image to a virtual digital human, exploring new ways to play AI digitalization.
Ping An Bank Creates Original Virtual Digital Humans and Young People to Create and Grow Together
Create a virtual idol with the background of the two-dimensional culture, and then endow it with a lively and playful character. As soon as it goes online, Xiao Cai Niang is deeply loved by young users. The data can prove this point – after more than a year of operation, Xiao Cai Niang has been promoted to the number one million fans of Station B Finance, and the video playback volume exceeds 28 million. Xiao Cai Niang carries the Ping An corporate culture of “professionalism creates value”, organically combines financial attributes with young people’s love, not only outputs high-quality content such as e-sports, two-dimensional, funny, etc., to provide emotional and aesthetic value for young people; Comprehensive financial services, with Xiao Cai Niang IP series savings cards and credit cards to accompany young people on their road to wealth.
According to the person in charge of Xiao Cai Niang of Ping An Bank, every step of Xiao Cai Niang’s growth embodies the joint achievements of Ping An Bank and young people. During the process of Xiao Cai Niang upgrading the virtual digital human from the second dimension, they communicated with fans on platforms such as station B, Weibo, and Xiaohongshu. In terms of stories and other aspects, they are all customer-centric, organically integrating young people’s preferences with safe elements. He further explained, “Little Cai Niang originated from the ancient God of Wealth, and she traveled to modern times to become a little fortune-seeking fairy with her own ‘money ability’, bringing honey and good luck to fans. This 23-year-old little fairy knows how to make money, She also loves e-sports, singing and dancing, and shares her work and life with fans. These are all co-created by fans, which contain the interests and needs of young people, and there is a kind of ‘value identity’ in her.”
Today, Ping An Xiao Cai Niang, who has been upgraded to a virtual digital human, conveys the concept of “trying to meet a better self” through a TVC feature film, and walks into the life circle of the three-dimensional public with the “lucky coin” in hand. It is understood that Ping An Xiao Cai Niang will also be connected to AI drivers to achieve real-time interaction and provide more warm financial services for young people.
Smart Bank 3.0 Leads Young Customers Operating Xiao Cai Niang IP Empowers Financial Service Innovation
Based on the comprehensive construction of the “AI brain” smart management system and the strategy of creating “Smart Bank 3.0”, Ping An Bank uses Xiaocai Niang’s IP to locate the portraits of young customer groups, gain accurate insights into customer preferences, and then use forms, content, Channels to reach and activate. From brand BGC content, to customer group interaction, to business transformation, the charm of Xiao Cai Niang is integrated into it, empowering every operation link.
At station B, Xiao Cai Niang will watch LPL matches with fans, discuss the performance of the titled “BLG Ping An Bank E-sports Club”, and generate a large amount of UGC content on the entire network. At the same time, Xiao Cai Niang launched BLG, Uzi co-branded debit cards, credit cards, and the “Four Great Fortunes in Life” Xiao Cai Niang, which includes four themes including the rain after a long drought, encountering an old friend in a foreign land, the title of the gold list, and the wedding night in the bridal chamber. Debit card, turning IP beauty and popular rights and interests favored by young people into the productivity of banking products.
The person in charge of Ping An Bank mentioned above said that the debit card and credit card with the theme of Xiao Cai Niang digital person will also be launched soon, “We will use the strong plasticity, high growth, and flexible exposure of Xiao Cai Niang’s digital avatar image, as well as AR interaction, etc. A series of digital interactive experiences further explore financial services in the metaverse era, making financial services more interesting and fun, thereby deepening the connection with Generation Z young people.â?
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