Growing UnionPay’s Brand Presence in Indonesia

UnionPay is a leading global card payment provider. In 2018, the organisation sought to expand its market presence in Indonesia – the world’s second largest cash-based economy.


Our Impact

RHAD helped UnionPay Indonesia launch a successful social media outreach campaign for its debit and credit cards. Our efforts to drive brand awareness and engagement helped the client achieve:

Almost 400,000 impressions combined
More than 25,000 likes
An impressive engagement rate of 6.32%

The Challenge

In Indonesia, cashless preference is growing but card penetration remains low. UnionPay Indonesia aims to tap into this significant business opportunity by positioning its cards as the cashless payment method of choice for working urbanites.


Our Solution

Our understanding of the Indonesian market enabled us to craft a holistic social media outreach campaign that resonated with our client’s target audience. We initiated a social media contest and engaged six of Indonesia’s most prominent influencers to promote the contest and the brand to their combined followers of over 400,000. Four hashtags were also created for widespread sharing of user-generated content across various social media spaces.

Our priority was to maximise reach and impact through meaningful and engaging content. We succeeded in building a brand personality around UnionPay cards, while positioning them as integral to the working urbanite’s aspirations and daily payment needs.

Looking to increase your brand presence online? Let us help you.