Background
HSC launched its new online trading platform HSC ONE in June 2024, the brand needed to increase awareness of this platform and attract more participants to open securities accounts. Accompanying HSC, Chin Media brought different and suitable communication solutions to help HSC achieve its goals.
Context
- Fierce competition from other securities platforms, especially large banks, is encroaching on this field.
- Need to create a difference to attract new investors and maintain engagement with existing customers.
- Achieve the target of increasing 2,500 new accounts, accounting for 1% of the total number of new accounts opened in the market during the campaign period.
Solution
Communication strategy: “Choose HSC, invest properly from the beginning!”
Getting off to the right start is the key to investment success. HSC offers a simple, professional trading platform, with a transaction fee of only 0.1% for the first 3 months, and advice from leading experts. The campaign focuses on encouraging investors to open an account quickly and easily, thereby ensuring an effective and sustainable investment journey.
Implement the campaign
1. Identify target customers
- New investors: Those who are new to the market, need a simple, easy-to-use trading platform to avoid being overwhelmed and easily perform operations such as opening an account, placing orders, transferring money.
- Experienced investors: The group with knowledge and long-term investment thinking, need an intuitive, stable, smooth trading platform to not miss the “golden moment” when placing orders.
2. Deploy Multi-Channel Paid Media
- Facebook/TikTok/Zalo:
- Optimize ads on Facebook Ads, TikTok Ads and Zalo Ads to reach the right audience.
- Attractive ad formats, content that addresses the needs and pain points of investors.
- Google SEM & PMAX:
- Cover all keywords related to HSC (Brand Keyword) and expand to the group that is looking for a stock trading platform.
- Take advantage of PMAX to expand reach and increase brand awareness.
- App Network & Affiliate Marketing:
- Partner with Affiliate platforms to increase the number of new accounts opened.
3. Creative content & visuals
- Tone of voice: Professional but approachable, easy to understand.
- Visual: Modern, high-tech with neon effects, charts, stock indexes, bull-bear images to show market movements.
- Content Corner:
- Simplify investment: HSC ONE helps open accounts easily, trade quickly.
- Sustainable investment: Investors need a solid foundation, accompanied by experts.
- “Golden time”: Investors cannot miss important trading opportunities.
Result
- Total Qualified Leads: 1,054
- Performance Metrics by Channel:
- Facebook: Impression: 3.057.960
- TikTok: Impression: 91.882
- Zalo: Impression: 683.015
- Google SEM: Impression: 12.053
- PMAX: Impression: 201.470
Conclusion
The HSC ONE platform launch campaign has achieved encouraging results, helping HSC enhance brand awareness, attract new customers and create a foundation for long-term growth. With a creative communication strategy and optimized advertising channels, HSC continues to affirm its position as one of the leading securities companies in Vietnam.
