LU Global

Challenge

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 

Strategy

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.

scope

Execution

Building up a new brand

Two branded videos were created to showcase what values the brand stood for, and what the app was capable of doing. This helped to introduce LU Global and its capabilities to a widespread audience efficiently. Viewers of the ads were then retargetted with app installation campaigns once they were acquainted with the brand.

Results

Much focus was placed on the Universal App Campaign to drive downloads and in-app registrations.

20%
improvement in cost-per-install
for Singapore campaigns
3%
improvement in cost-per-registration
for all campaigns