In 2018-2019, UnionPay’s cashless preference was growing steadily in Indonesia but brand awareness and card penetration still remained low. UnionPay Indonesia wanted to position its cards as the cashless payment method on first priority for working urbanites and wanted 1% increase (from 1%) in unaided brand awareness index surveyed by Nielsen to beat their key competitor, American Express.

By gaining an understanding to Indonesian market, we found that the social media tops the digital consumption space and behaviours of our intended target audience, affluent PMEBs 28-48 years old.

Indonesian likes role models and they lead their ideal life inspired by influencers. We initiated a hashtag campaign and engaged six of the Indonesia’s most prominent influencers to create content and promote the brand to their combined followers of over 400k. We also planned two-phases of 6-month digital marketing campaign with strategic use of channel mix, creatives and media to maximise impressions and reach of the brand. Other fringing social media contests, OOH media advertising and content marketing were also part of the strategy.

Four hashtags generated during the campaign for widespread sharing resulted in over 1k of user-generated content across various social media spaces.

Total marketing effort has generated over 400k impressions combined, with engagement rate of over 6% and over 25k reactions.

Most important of all, we exceeded by 4% for the intended target audience for Nielsen’s unaided brand awareness index for UnionPay Indonesia.