Background :
Launching a new banking app can be a daunting task, particularly when there is a crowded market to navigate. One of the primary challenges is to make the new app stand out and grab the attention of potential users. In the case of BTN Mobile, this was particularly important as we needed to differentiate ourselves from other established banking apps and convince potential users to switch to a new and unfamiliar product. Another challenge was to overcome the natural resistance that people often have towards change when it comes to sensitive financial matters. Convincing users to trust a new app with their finances is no easy feat, and we knew that we needed to develop a marketing strategy that would effectively communicate the benefits of the app while inspiring confidence in our target audience.
Approach :
To create excitement and anticipation for the launch of BTN Mobile App, a comprehensive marketing approach was adopted, combining both online and offline strategies. The campaign kicked off with a teaser campaign that utilized various channels such as on-ground activation, posters, and digital displays in high-traffic areas, building curiosity and generating buzz among the target audience. This was complemented by teaser posts on social media platforms, enticing users with sneak peeks of the app's features and benefits. As the launch date approached, A high-impact launch event was organized, inviting key stakeholders and media personnel to experience the app firsthand. The event featured live demonstrations, interactive displays, and engaging presentations highlighting the app's innovative functionalities and user-friendly interface.
Impact :
To create excitement and anticipation for the launch of BTN Mobile App, a comprehensive marketing approach was adopted, combining both online and offline strategies. The campaign kicked off with a teaser campaign that utilized various channels such as on-ground activation, posters, and digital displays in high-traffic areas, building curiosity and generating buzz among the target audience. Through this comprehensive marketing approach, BTN Mobile App successfully created excitement, drove user engagement, and expanded its user base. The combination of offline and online strategies, strategic ad placements, influencer collaborations, and targeted email and WhatsApp marketing resulted in increased brand awareness, user acquisition, and user retention.
Overall the campaign generated more than 576 thousand app installs, more than 425 thousand user registrations, more than 4,3 million app transactions and successfully maintained the MAU at the average 25% (As of 30 April 2023)
Prominent Publishers (Emtek, IDN Media, Kompas, Detik, MNC) gained more than 26 million impressions hitting 163% of the KPI
Social Media Platforms (Youtube, Meta, Instagram, TikTok, Twitter, OTT) gained 279.9 million impressions with 9,3 Million video views hitting more than 365% of the KPI in average
Inlfuencers (Folkative, AhQuote, Mega, Macro, Micro KOLs) reached more than 3 million unique reach and generated more than 1,6 million video views, 305 thousand likes with the average engagement rate more than 5%