BNP Paribas
From Brazil to the World

Digital
Operating in Brazil since 1950, initially as a representative office, BNP Paribas Brasil brings together the largest variety of the Group’s business lines in Latin America, operating in Corporate & Institutional Banking, Asset Management, insurance (Cardif), fleet management (Arval), and others. Despite its local relevance, it was necessary to expand the brand’s presence in the digital environment and strengthen its institutional relevance in Brazil.
With a unified digital strategy and a focus on LinkedIn, BNP Paribas Brasil transformed its institutional presence, led global campaigns, and made history by earning the first Top Voice badge in Latin America.

In 2023, a communication strategy was outlined to integrate topics related to market, corporate culture, products, and employer branding into a consistent narrative. Presence on LinkedIn took on a central role, with the redesign of its corporate page and the activation of key leaders’ profiles, aligning key messages with each executive’s speaking territories and strengthening the image of a modern and diverse bank that is connected to the future.

 

The content developed in Brazil became a reference for other group-wide operations. In June 2024, the Brazilian operation led the global Pride Month campaign and was featured in the International Day of Black Latin American and Caribbean Women. Brazil became the 4th largest audience on the brand’s global profile, and local CEO Ricardo Guimarães was awarded LinkedIn’s Top Voice badge, becoming the first Latin American executive to achieve this recognition.