Helping UnionPay raise unaided Brand Awareness by 4% in Indonesia

UnionPay International (UPI) is a global leader in credit card payments. In 2018, the company sought to expand its market presence in Indonesia – the world’s second largest cash-based economy. They are hoping to increase their unaided brand awareness in Indonesia by 1% in Neilson’s rankings, moving them up from fourth place to third.


Our Impact

We helped UnionPay Indonesia launch a successful social media outreach campaign for its debit and credit cards. Our efforts to drive brand awareness and engagement helped the client achieve:

  • Total campaign impressions of 7,638,257
  • Total Clicks of 16,872
  • Average CTR of 0.22%

Our Challenge

How to stand out and engage an emerging Indonesian market
How to shift the paradigm of cash payment to cashless preference in Indonesia
How to effectively reach out to Indonesian affluent working urbanites


Our Solution

We worked in partnership with the client to shoot and create hero creative to produce a suite of assets that we knew would be engaging for the target audiences.

We activated a digital marketing campaign across multiple channels that indexed highly with the audiences’ media consumption behaviours, including Facebook & Instagram, Google Search/Display, and YouTube. We complemented this activity with Paid Search and Display advertising.

Our priority was to maximise reach and impact through meaningful and engaging content. We succeeded in building a brand personality around UnionPay cards, while positioning them as integral to the working urbanite’s aspirations and daily payment needs.

Looking to increase your brand presence online? Let us help you.