Context
Since 2011, XCOM by Atrevia has played a strategic role in building and managing the image and reputation of PagBank, which began its journey as an online payment platform and, over the years, evolved into a complete, free, and secure digital bank. This transformation has been accompanied by a consistent and intelligent communication strategy, positioning PagBank as a national reference in financial services and payment solutions, with recurring and relevant presence across various segments of the Brazilian media.
The year 2024 was especially significant, reflecting the maturity of the PR strategy developed throughout the partnership. During this period, PagBank achieved 14,757 media insertions, potentially reaching 1.3 billion people, and generating an estimated earned media value of R$ 441.9 million. These figures not only surpass those from the previous year but also reinforce the bank’s position as a trusted source for Tier 1 media outlets, which now recognize PagBank as a comprehensive hub for financial solutions.
Key Initiatives in 2024
Targeted actions played a strategic role in achieving these results. Regional campaigns such as Liquida Bahia and Liquida Grande Recife helped strengthen the bank’s presence in key markets. The onboarding of new executives was tactically leveraged in the media, resulting in high-quality coverage aligned with the brand’s positioning. Additionally, the partnership with Banco Imobiliário brought a creative edge by combining relationship-building efforts with journalists and influencers with a branded activation that received strong traction both in the press and on social media.
Seasonal topics also stood out. Coverage of Black Friday 2024 grew by 80% compared to 2023, reflecting the alignment between tactical communications and the company’s business goals. There was also a clear diversification of media verticals — beyond finance, economy, and technology — with the brand gaining visibility in lifestyle and consumer service segments, supported by the strategic suggestion of spokespeople and storytelling that connected PagBank with broader audiences.
XCOM also strengthened PagBank executives’ presence in podcasts, radio programs, and television, reinforcing key messages related to financial education, investment, innovation, and fraud prevention. The thought leadership strategy has been essential in building the brand’s intellectual capital and enhancing its institutional reputation across diverse audiences.
Strategic Challenges
- Consolidate PagBank’s position as a complete, free, and secure digital bank;
- Establish executives as trusted thought leaders in the financial sector;
- Expand the bank’s media presence in areas such as personal finance, behavior, investment, society, technology, and beyond the traditional financial core.
Implemented Solutions
- Development of exclusive, service-oriented content to attract media interest;
- Strengthening of quarterly earnings communications, with tailored approaches for each media outlet;
- Expansion of spokesperson visibility across mass media including podcasts, radio, and TV;
- Execution of relationship-building actions with journalists and influencers;
- Editorial strategies focused on stories and characters aligned with the brand’s values and offerings.