Background
In the context of increasingly strong digital banking development, HDBank aims to expand its customer base by increasing the number of eKYC (Electronic Know Your Customer) registrations. To achieve this, HDBank needs to deploy the Always On campaign to reach the right potential customers and encourage them to register for eKYC on the digital platform.
Context
Chin Media was tasked with building a digital communications campaign to:
- Find potential customers for HDBank.
- Increase eKYC registrations through digital platforms.
- Ensure cost-effectiveness and optimize results through Paid Media channels.
Solution
The campaign is deployed on multiple channels with optimal solutions for each platform:
Facebook Ads
- Targeting customers aged 18-44, focusing on man.
- Main locations: Ho Chi Minh City, Hanoi, Dong Nai – 3 provinces with the highest number of HDBank app installations. each platform:
- Advertising content focuses on attractive angles such as:
- “0% Installment“: Attracts users interested in financial incentives.
- “Beautiful Number“: Emphasizes the benefits of owning a beautiful account number.
- “Tet Game“: Incorporate mini games into advertising content to increase interaction and motivate eKYC registration.
Google Ads
Google is the most effective channel for eKYC campaigns with diverse advertising topics:
- “Tet Savings“: Emphasize the benefits of saving during Tet.
- “Online Savings“: Target customers who need to make online transactions.
- “Golden Dragon“: Creative content following the trend of the Year of the Dragon, creating closeness with users.
- “Tet Game“: Continue to exploit gamification elements to increase eKYC registration.
TikTok Ads
- Although not the main channel for optimizing eKYC, TikTok is used to build brand awareness.
- Short, trending video content helps HDBank maintain brand coverage in the minds of customers.
Result
The campaign achieved the following impressive numbers:
- 116.906.137 Impression
- 3.679.496 Click
- 53.946 Engagement
Conclusion
- Google is the most effective channel for creating eKYC, especially with the angles “Tet Savings”, “Online Savings”, “Golden Dragon”, “Tet Game”.
- Facebook Ads achieve high performance when targeting the right group of potential customers, successfully exploiting the topics “0% Installment”, “Beautiful Number”, “Tet Game”.
- TikTok plays a supporting role in building the brand, but is not the main channel for optimizing eKYC.
HDBank’s Always On campaign has achieved its goals, helping the bank reach the right potential customers and effectively increase the number of eKYC registrations.
