With Sicredi, members do not just choose a financial service, but rather a friend, a partner to accompany and support their life goals.
The first financial cooperative in Brazil, Sicredi, began its biggest communication strategy in its 120-year history in 2023. Led by marketing and experience director Cris Duclos, the brand strengthens ties with its members, who “don’t just choose a financial service, but a friend,” says the executive. Inspired by the song “I don’t want money,” by Tim Maia, the motto “It’s not just money, it’s having someone to count on” drives the expansion of the business, which has assets of R$351.7 billion, more than half of the credit unions in the country. Campaigns and sponsorships, with an emphasis on sports, are driving the expansion of the Rio Grande do Sul-based company towards its goal of reaching ten million members by 2025. In June, it reached eight million. And in the first quarter of 2024 (up to March), it totaled R$232.9 billion in deposits.
How is the brand’s marketing structured?
I have been in charge of the marketing and experience department since its creation in March 2023, with the goal of expanding brand awareness and consideration throughout Brazil, and of increasingly improving the phygital experience – physical and digital – of our members. We have a marketing and growth department, which takes care of brand issues, corporate reputation, social media, internal marketing, content and website, business marketing, growth and association. The strategy is aimed at positioning the brand through the business, products and services’ differentials, evolving corporate awareness, consideration and reputation. We also have marketing teams in the five headquarters and in more than one hundred cooperatives. There are more than 300 professionals working at the forefront, with in-depth knowledge of our members, responsible for the local marketing and communication strategy, according to the specificities of each region.
Who are the communication partners?
Since January 2024, we have been working with Suno United Creators, which is responsible for the national strategy, but also operates through regional centers, the so-called Biomes. We work with InPress Porter Novelli in public relations and reputation; Jotacom, in performance, content and influence; Ímpar Comunicação, in internal communication; and Kantar, which monitors the brand’s health and tracks metrics for building positioning at a national level. There are other marketing and communication agencies that support our centers and cooperatives at a regional and local level. This joint work contributes to an integrated approach, strengthening a single message.
What is the concept and signature being worked on?
Sicredi reviewed its positioning and brand attributes in 2023 and identified that its main differentiator lies in the way it relates to its members, in a human and close manner, building relationships of trust. We emphasize these aspects: a human, trustworthy brand, committed to local development and close to people. With Sicredi, members do not choose just a financial service, but a friend, a partner to accompany and support life goals. This is what we convey with the motto ‘It’s having someone to count on’.
Read the full interview in the July 15th print edition.
