Digital Campaign – Case Study | VIB Bank

Client :   

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.

Campaign Objectives:

• Introduce VIB’s new Business Loan product for Small and Medium Enterprises (SMEs)
• Generate leads through digital channels to support sales
• Optimize conversion rates on digital platforms

Challenges:

• First Business Loan product advertised by VIB, lacking precedent and digital media history for comparison
• Limited time and budget for campaign preparation
• Client requested innovative technology solutions for the campaign and user experience improvements
• Potential confusion between personal and business loan information on the landing page
• Lead form required 8 fields of information, more than the typical 3
• Mandatory real estate property as collateral
• Target audience limited to Ho Chi Minh City
• Leads only counted after users completed OTP confirmation following the 8-field form submission

Solutions:

• Optimized the landing page for better user experience, faster loading speed, and mobile responsiveness, while providing clear information on business loan products to avoid confusion
• Created an iTVC (interactive TVC) as the main campaign asset to capture users’ attention
• Implemented tracking codes across digital platforms to measure campaign performance
• Focused on Google Search and Facebook Conversion campaigns to drive potential customer traffic
• Introduced a new lead confirmation method using ZALO Chat, the top OTT messaging app in Vietnam, in addition to SMS OTP confirmation
• Developed 12 targeted marketing messages for the top 12 SME categories with the highest loan demand in Ho Chi Minh City, with corresponding digital media targeting for each audience group

Results:

• Generated 6,300 leads within 4 months
• SEM campaigns achieved a conversion rate of 3.37% and a Cost Per Lead of 190,000 VND (approximately 8.2 USD)
• Facebook Conversion and Lead Form campaigns achieved a conversion rate of 18% and a Cost Per Lead of 178,000 VND (approximately 7.3 USD)

The “Business Loan” digital marketing campaign successfully introduced VIB’s new loan product for SMEs and generated a substantial number of leads within a short timeframe. By optimizing the landing page, creating engaging campaign assets, and implementing targeted messaging for specific SME categories, Masthead Digital helped VIB overcome the challenges of promoting a new product with limited resources. The campaign’s innovative approach, including the use of ZALO Chat for lead confirmation, contributed to the impressive conversion rates and cost-effective lead generation.