Social Media
July 20, 2026
Strategy:
Design:
Client:
UnionPay was entering an Indonesian market where cash still shaped everyday payment behaviour.
The challenge was not simply to introduce another payment option. It was to make the brand visible, relevant and worth considering among affluent working urbanites.
RHAD created an awareness campaign designed around how this audience discovered and consumed information.
The campaign increased unaided brand awareness by 4%.
It delivered 7.64 million impressions and generated 16,872 clicks, with an overall click-through rate of 0.22%.
By combining stronger creative with channels suited to audience behaviour, UnionPay built recognition in a market where cash remained the familiar choice.
We created a set of hero campaign assets designed around the target audience and the role UnionPay could play in their everyday lives.
Facebook and Instagram built broad visibility. YouTube extended the campaign through video. Google Search and Display helped the brand appear as interest developed.
Rather than relying on one platform, the campaign used each channel for a different part of the awareness journey—building recognition through repeated, connected exposure.
