Background
Every Tet holiday, the financial and banking market becomes more vibrant with the demand for consumer loans, payments and savings increasing strongly. In order to create a brand impression and promote user behavior, ACB has launched the campaign “Tết cùng ACB – Quà tới cản không kịp” with the goal of increasing brand awareness, promoting promotional programs, and increasing conversion on financial products.
In the context of fierce competition between banks, ACB needs a methodical media buying strategy to maximize communication effectiveness, optimize costs, and achieve high rankings on the YMI – Bank Ranking.
Context
Chin Media was tasked with implementing a multi-channel communication campaign to:
- Create strong buzz, helping ACB reach Top 1 in the YMI – Bank Ranking.
- Increase brand coverage, reach target customers on multiple platforms.
- Promote interaction & conversion, optimize user behavior according to each campaign stage.
- Fully exploit Paid Media, ensure effectiveness on each channel.
Solution
Based on ACB’s request, Chin Media implemented a media buying strategy with specific solutions.
The campaign was implemented in 3 phases:
- Teasing: Arouse curiosity, attract public attention.
- Launching: Promote communication about “Tết cùng ACB – Quà tới cản không kịp“, combining promotional programs & main products.
- Sustaining: Continue to maintain the effect, emphasize the benefits of the program & products.
Paid Media
- Facebook: Divide into Teasing, Launching, Top of Mind, Retargeting phases with appropriate TVC & KV. Optimize TA close to the Banking industry.
- TikTok: Take advantage of the short video platform to create a strong viral effect.
- Local Display Network: Place ads on PC & Mix PC Billboards, ensuring widespread presence.
- YouTube: Choose content groups suitable for the financial industry to reach target customers at optimal cost.
- Google: Combine SEM, Demand Gen, Pmax, optimize CPC according to financial industry benchmarks, promote app installation.
Social Booking
- Cooperate with Macro, Nano Influencer, Community page, Seeding to increase authenticity and spread campaign messages.
See more: ACB BANK NHÁ HÀNG BOM TẤN “KỊCH TÍNH” NHÂN MÙA TẾT GIÁP THÌN 2024 – Brands Vietnam
See more Bumper Gửi tiết kiệm: Gửi tiết kiệm ACB – Quà tới cản không kịp
See more Skippable TVC: Tết cùng ACB – Quà tới cản không kịp
Kết quả
Thanks to the optimal media buying strategy, Chin Media has helped ACB achieve impressive results:
- Google: 170.650 click
- TikTok: 18.820.578 Impression
- Facebook: 17.687.291 Reach, 59.905.689 Impression
- YouTube: 6.527.874 Impression
Top 1 buzz – YMI Ranking – Bank Ranking
Kết luận
The campaign “Tết cùng ACB – Quà tới cản không kịp” not only helped ACB top the YMI rankings but also created a strong ripple effect, promoting both branding and performance. With an effective media buying strategy, Chin Media helped ACB optimize advertising performance, expand brand coverage and achieve impressive numbers on multiple platforms.
