Together with the Brand team, launched an IMC campaign to acquire new college students through a school tour at 10 major universities in Vietnam.
Company
TNEX
Role
Growth Marketing Specialist
Industry
Fintech
Year
Oct-Dec 2022
Status
Ended
Key metrics
Organic Users: +60%
Payment Active: 1.8% → 5%
CASA Balance: 200M VND
Overview
College students had no chance to welcome the back-to-school season because of the Covid-19 in the previous years. Understanding that situation, our Marketing team came up with a comprehensive IMC campaign, in which I was in charge of the acquisition program tailored to this highly-converted customer group.
How I helped
Together with TNEX’s Brand team, we launched the Back To School campaign to acquire new students. We did a “school tour” at 10 major universities’ campuses, where we set up interactive booths and invited famous artists to perform and interact with students onsite.
The goal was to increase brand awareness and convert students to (potential) customers. My responsibilities during the project are:
- Get approval and operate the acquisition campaign in the app.
- Work with Product team to create new user flows.
- Work with Content team to deliver campaign communication.
Approach
New user campaign
I worked with our Product team to create new onboarding code and user flows for students acquired during Back To School activation campaign. Students onboarding using this code would receive rewards after they deposit and activate the Group fund feature with their friends.
Communication at activation points
Students interacting with our activities were introduced to TNEX’s values and benefits. The promotion campaign acted as the deciding nudge that encouraged them to install the TNEX app and open a bank account.
Results
- Organic users increased by 60%
- Payment active users increased from 1.8% to 5%.
- The number of group funds with active transactions quadrupled, yielding 200M VND in CASA balance (Current Account and Savings Account).