UnionPay International

Client Story

At A Glance

4,233%

Increase in Fan Following

3.4%

Increase in Engagement Rate

Backstory

UnionPay International is a subsidiary of China UnionPay, a leading payment network headquartered in Shanghai. They are the largest card payment organization in the world, providing high-quality, secure cross-border payment services.

UnionPay International has partnered with over 2,000 institutions worldwide and enabled card acceptance in 178 countries and regions.

Backstory

UnionPay International is a subsidiary of China UnionPay, a leading payment network headquartered in Shanghai. They are the largest card payment organization in the world, providing high-quality, secure cross-border payment services.

UnionPay International has partnered with over 2,000 institutions worldwide and enabled card acceptance in 178 countries and regions.

Challenge

Challenge

In 2015, UnionPay International expanded its presence in Singapore. They also happened to be the official payment systems sponsor of the 2015 SEA Games being held in the country.

As most of the people in Singapore were either on Mastercard or Visa, UnionPay International needed to devise a robust strategy to create awareness about their brand and appeal to their target audience.

The most effective way to do that was to leverage social media to communicate with users and educate them about their cards, offers, and incentives.

However, being new to social media, they did not know where to begin. That’s when we at Brew Interactive were approached.

Solution

We were brought on board to develop and execute a social media strategy that was focussed on creating awareness and building an engaged fan following.

The first exercise we did was understand their target audience and audited their existing social media presence which was almost negligible. We also had discussions with the UnionPay International team to understand more about their products, offers, and incentives.

Based on that, we created a detailed social media content calendar in line with their communication goals and priorities.

The content mix consisted of posts that were meant to educate, inform, entertain and promote their brand. Apart from posting content to promote their cards and incentives, we also ran contests to engage with the audience.

Facebook post educating audience about their cards

Facebook post promoting an incentive

Facebook post announcing a contest

We leveraged Facebook advertising to amplify reach, boost awareness and reach the right audience.

Results

The results were phenomenal. Our well-planned social media strategy and advertising efforts resulted in a dramatic increase in their fan following from 300 to 13,000.

That’s not all, their page also witnessed an engagement rate increase to 3.4% due to the social media content we posted which managed to successfully engage the audience and start conversations.

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BREW INTERACTIVE

Digital Marketing Agency in Singapore

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111 North Bridge Road, #08-19, Singapore 179098 info@brewinteractive.com

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