becomes comdirect’s lead social media agency

Macaw becomes comdirect's lead social media agency

The direct bank comdirect has commissioned the digital service provider Macaw with the long-term management of its social media presence.

Expertise, boldness, creativity

Macaw prevailed over several competitors in a multi-stage pitch and will be responsible for comdirect’s strategy development, content planning and production as well as the implementation of campaigns and influencer activities in the future. Macaw impressed with its high level of strategic expertise, bold content formats and a creative concept for working with influencers and content creators.

‘Snackable’ content

The social media channels Macaw will be managing for comdirect are Instagram, Facebook, Twitter and YouTube. In doing so, comdirect aims to address several target groups, including investors and traders, but also young financial newcomers in particular through content that is relevant to them and increase brand awareness through interaction. “To do this, the sometimes rather dry content has to be ‘snackable’, or easy to understand, while also remaining fun so that the younger target group enjoys engaging with it – or even better, is excited by it,” explains Uli Wolter, Managing Director at Macaw Germany.


For comdirect, communication via social media plays an important role in retaining existing customers and reaching out to potential new ones. The relevance of these channels is reflected in their success: In the bank ranking of the influencer marketing platform Storyclash, comdirect achieved first place in 2020 as the bank with the most interactions.


Prior to winning the overall account, Macaw had already implemented compelling campaigns on TikTok for comdirect. “We are very pleased to be able to continue and expand comdirect’s successes on TikTok now as part of the expanded contract”, says Uli Wolter.

Generation Z

“Social media is a complementary communication channel that is steadily growing in importance for us,” emphasizes Felix Lüllemann, Senior Manager Social Media Strategy at comdirect. “This allows us to provide expert knowledge and relevant background info to our technically savvy target groups, but also to address Generation Z and actively interact with young people. We don’t see communication as a one-way street, but as a spontaneous dialog. Social media is predestined for this.”

Macaw | Full-service digital partner

What's your challenge?

We are happy to help you to create a unique customer experience, empowering your employees and optimizing your IT Operations. These are the components for a successful digital transformation within your organization. Looking for a sparring partner or ready for tailor-made advice? Make an appointment or call us. Our experts are ready for your challenge.

macaw contact