Service: Branding

Client: BVBank

Category: Bank

01. The Background

  • Objective: Increase awareness of Ban Viet Bank with a new image that is more youthful, creative and closer through changing its name to BVBank and changing its new identity.

02. The Approach

  • Key message: We start from you.
  • Media strategy (Facebook): Reach, Video View, Engagement, Click to web.
  • Optimization: [Phase 01] – Macom implements the Digital Marketing plan from the overall strategy with diverse content to reach maximum target customers while optimizing BVBank’s new brand identity; [Phase 02] – Combine real-time data reporting from Supermetrics and Data Studio to optimize ad groups, while increasing re-reach to target customers to strengthen brand recognition signal; [Phase 03] – Macom cooperates with Meta team to conduct a Brand Lift Study measurement survey to evaluate the true effectiveness of the brand after the campaign.

03. The Result – Media

+152%

KPI

+10ml

Reach

+200k

Engagement

+2.5ml

Video View

04. The Result – Brand Lift Study (BLS)

The level of advertising recall (Ad Recall) and brand awareness (Brand Awareness) and favorability (Favorability) are very high compared to the Financial Services industry and the Asia Pacific region:

  • Ad Recall increased by 15.6 percentage points, 3.7 times higher than the Asia Pacific region and 3.25 times higher than the industry.
  • Brand Awareness increased by 12.1 percentage points, 6.4 times higher than the Asia Pacific region and 6.4 times higher than the industry.
  • Favorability increased by 8.7 percentage points, 17.4 times higher than the Asia Pacific region and 21.8 times higher than the industry.

15.6 Pts

Ad Recall

15.6 Pts

Brand Awareness

8.7 Pts

Abstract Favorability

Service: Branding

Client: BVBank

Category: Bank

01. The Background

Objective: Increase awareness of Ban Viet Bank with a new image that is more youthful, creative and closer through changing its name to BVBank and changing its new identity.

02. The Approach

Key message: We start from you.

Media strategy (Facebook): Reach, Video View, Engagement, Click to web.

Optimization:

  • Phase 01: Macom implements the Digital Marketing plan from the overall strategy with diverse content to reach maximum target customers while optimizing BVBank’s new brand identity;
  • Phase 02: Combine real-time data reporting from Supermetrics and Data Studio to optimize ad groups, while increasing re-reach to target customers to strengthen brand recognition signal;
  • Phase 03: Macom cooperates with Meta team to conduct a Brand Lift Study measurement survey to evaluate the true effectiveness of the brand after the campaign.

03. The Result – Media

+152%

KPI

+10ml

Reach

+200k

Engagement

+2.5ml

Video View

04. The Result – Brand Lift Study (BLS)

The level of advertising recall (Ad Recall) and brand awareness (Brand Awareness) and favorability (Favorability) are very high compared to the Financial Services industry and the Asia Pacific region:

  • Ad Recall increased by 15.6 percentage points, 3.7 times higher than the Asia Pacific region and 3.25 times higher than the industry.
  • Brand Awareness increased by 12.1 percentage points, 6.4 times higher than the Asia Pacific region and 6.4 times higher than the industry.
  • Favorability increased by 8.7 percentage points, 17.4 times higher than the Asia Pacific region and 21.8 times higher than the industry.

15.6 Pts

Ad Recall

15.6 Pts

Brand Awareness

8.7 Pts

Abstract Favorability