As a new player in the Southeast Asian Fintech market, LU Global’s objective is to drive installs and registrations on the app through the online channels. As a provider of financial services, it was important for the brand to prove their credibility and build trust with the customers. This proved to be a challenge as the brand was new to the market and many users here are also more familiar with other competitors who have already established a customer pool
Building brand awareness was a key part of the social channels and media-buying platforms as it was essential to introduce the brand to the market and build credibility through product education. Once the audience was more informed about the brand and its services, it was naturally easier to push them towards conversions.
Both educational and tactical campaigns went on simultaneously. Brand presence was first established through the social media channels where information about the product and services were shared while tactical campaigns which had a stronger messaging to encourage consumers to download and try the app were run on other digital platforms.
Different media buying platforms were tested to see which would be most cost-efficient to the brand and allow it to best reach out to its intended audience.