Interactive Campaign – Case Study | ADB Bank x VIB Bank

Client : 

The Asian Development Bank (ADB) is a regional development bank established on 19 December 1966, which is headquartered in Mandaluyong, Metro Manila, Philippines. The primary mission of the ADB is to foster economic growth and cooperation in the Asia-Pacific region. It aims to improve the living conditions and economic competitiveness of its member countries, while promoting sustainable development and reducing poverty.

Vietnam International Bank (VIB) is a commercial bank in Vietnam, established in 1996. It is one of the prominent private sector banks in the country, providing a wide range of financial services to individual and corporate clients. VIB is headquartered in Hanoi, Vietnam.

Objectives:

• Raise awareness about the loan package for women entrepreneurs by ADB and VIB
• Inspire and promote the entrepreneurial spirit of Vietnamese women
• Attract potential customers and increase the number of loan applications

Strategy:

• Collaborate with 3 successful KOCs in business: Ms. Esther Nguyen (CEO of POPS Worldwide Vietnam), Ms. Doan Phuong Ly (CEO of Fish sauce Thuyen Xua), and Ms. Hoang Khanh (CEO of Bloom jewelry)
• Create inspiring videos about the success stories of the KOCs
• Organize a series of workshops to support entrepreneurship and corporate finance knowledge
• Create a motivational photo album featuring representative women entrepreneurs
• Advertise on social media and digital communication channels
• Publish articles on major newspapers in Vietnam
• Develop social media content for the campaign

Implementation:

• Produce 3 short videos (3-5 minutes) about the entrepreneurial journey and success of each KOC, emphasizing the role of the loan package from ADB and VIB
• Organize 10 workshops (1 session per month for 12 months) with the participation of KOCs and financial experts, sharing knowledge and experience in entrepreneurship
• Photograph 10 women entrepreneurs from diverse industries, create a photo album “Faces of Women Entrepreneurs” featuring the 10 most representative photos corresponding to each workshop theme
• Run advertisements on Facebook, Instagram, LinkedIn, and Google AdWords for 6 months, targeting women aged 25-45 who are interested in entrepreneurship
• Place PR articles on 5 major online newspapers (VnExpress, Zing News, CafeF, Women’s Newspaper, Doanh Nhan Plus) about the loan program and the “It’s Her” campaign
• Post weekly content on the fanpages and social media accounts of ADB, VIB, and the 3 KOCs, sharing information about the loan package, workshops, and inspiring stories

Results achieved:

• Inspirational videos reached 5 million views, 200,000 interactions
• 1,200 people participated in workshops, 90% rated them as satisfactory and useful
• “Faces of Women Entrepreneurs” photo album attracted 100,000 views and shares
• Advertising reached 20 million impressions, 500,000 clicks, 10,000 registrations for more information
• 15 PR articles with a total of 200,000 reads
• Fanpages and social media accounts increased by 13,000 followers and interactions
• The number of customers applying for loans increased by 134% compared to before the campaign

The “It’s Her” campaign has successfully promoted the loan package of ADB and VIB while inspiring and providing practical support to the community of Vietnamese women entrepreneurs. The results achieved show a significant increase in brand awareness, customer engagement, and the number of loan applications. This campaign not only brings business benefits but also enhances the image and reputation of ADB and VIB as pioneers in supporting and promoting the development of women entrepreneurs in Vietnam.

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