CASE
Unionpay
Brand Campaign
Background: UnionPay seeks to increase its usage among young Chinese students in the USA.
Objective: Promote the exclusive discounts available to UnionPay cardholders when using Uber or UberEats.
Strategy:
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Target Audience Identification: Focus on young Chinese students, particularly women studying in the US, who are interested in lifestyle content.
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KOL Selection: Curate a list of Key Opinion Leaders (KOLs) who resonate with the target demographic and have a significant following in the lifestyle and student segments.
Execution:
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Partner with KOLs who are currently studying in the US and can naturally integrate UnionPay's discounts into their content.
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Encourage KOLs to share their experiences using UnionPay for Uber rides and UberEats orders, emphasizing convenience and savings.
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Use storytelling and personal experiences to make the promotion relatable and appealing.
Expected Outcome:
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Increase in UnionPay transactions on Uber and UberEats.
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Higher engagement and brand recall among the target audience.
Measurement of Success:
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Track engagement rates and discount code usage from KOL promotions.
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Monitor the growth in the number of transactions by students using UnionPay on Uber and UberEats.