UnionPay International

How we organized a 6-month BTL campaign and brought Korzinka.uz, Makro, Havas, and Uzbekneftegaz on board

A global leader in payment systems

UnionPay International

UnionPay International ranks among the world’s leading payment systems, covering more than 2,400 financial institutions and serving customers in 180 countries. Its global presence and reliability make it a key player in the financial industry.

Цели и задачи
Решение
Целевая аудитория
Механика акции
Разработка
Ведение социальных сетей
Раздача лифлетов
Таргетированная реклама
Influence-маркетинг
Telegram-маркетинг
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Goals and Targets

UnionPay sought to increase the number of transactions made with their cards on the HUMO platform. The main objectives included developing an effective marketing strategy and campaign mechanics, as well as selecting the most suitable advertising channels for a 6-month campaign.

Solution

We developed and implemented a comprehensive BTL campaign that included marketing and advertising strategies aimed at increasing customer engagement and expanding the use of UnionPay cards. Particular attention was paid to analyzing the needs of the target audience and selecting the most effective advertising platforms.

Target audience

To ensure the maximum effectiveness of our campaign, we conducted a thorough analysis of our target audience, taking into account key factors such as age groups, user preferences and behavior, as well as their distribution across geographic regions. This allowed us to precisely identify and tailor our marketing efforts to best resonate with consumers’ needs and expectations, ensuring that UnionPay International’s message reaches the most interested audience.

Users

1. UPI Co-Brand;
2. UPI mono.
Location

Uzbekistan, China
Habitats

Office, Internet, Telegram, Instagram, YouTube, TV, Home, WeChat
Communication channels

Telegram, Advertising on YouTube, Instagram, Facebook, and other media, Influencer marketing

Promotion Details

This framework outlines the steps participants need to take to join the campaign, and how our company encouraged participant activity and engagement through giveaways and rewards.

Step 1: Launching a BTL campaign

We are launching a promotional campaign by announcing its start and providing instructions for participants.

Step 2: Activation by participants

Participants must activate their cards to take part in the promotion, become registered participants, and be eligible to win.

Step 3: Making purchases

Participants make purchases from merchants totaling more than $5 every week, demonstrating active use of UnionPay cards.

Step 4: Prize Drawing

We hold a weekly drawing for participants with great prizes, such as an iPhone 12, an Apple Watch SE, LED TVs, and more.

Step 5:Uploading Receipts

Participants upload their receipts to the Telegram chatbot or the website to verify their purchases and enter the drawing.

Development

As part of UnionPay International’s advertising campaign, we developed an intuitive website and a functional chatbot to simplify participation in the promotion and boost customer engagement.

Website

A website specifically designed for the UnionPay International promotion served as the hub for all operations, providing users with easy access to information about the promotion, terms and conditions, and prize details. The website also included a form for uploading receipts, allowing participants to easily register their purchases and enter the prize draw.
Chat-bot

The chatbot, integrated with Telegram, provided users with instant access to information about the promotion and real-time support. Using the chatbot, participants could easily upload receipts, check their status in the promotion, and receive reminders to make purchases in order to stay active and increase their chances of winning.

Marketing Activities

As part of the marketing campaign for UnionPay International, the following initiatives were implemented to maximize reach and engagement with the target audience.

Social media management (Instagram, Facebook)

Our active engagement on social media, using Russian and Uzbek in our advertising, has allowed us to maintain constant contact with our audience and keep them updated on the progress and terms of the promotion.

Leaflet distribution

In Tashkent, we organized a leaflet distribution campaign, having first designed the leaflets and selected the busiest locations for distribution. This helped attract the attention of city residents and inform them about the UnionPay promotion.

Handing out flyers at the Makro supermarket chain
Handing out flyers at the Korzinka.uz supermarket chain
Handing out flyers at the Korzinka.uz supermarket chain
Handing out flyers at the KFC fast-food chain
Handing out flyers at the Makro chain
Handing out flyers at the Makro chain
Handing out flyers at subway exits
Handing out flyers at subway exits
Handing out flyers at subway exits

Targeted advertising

Over the course of several months, we ran targeted ads on social media and Telegram, reaching hundreds of thousands of users, as evidenced by the number of landing page views and post reach.

Creative assets for targeted advertising on Instagram
Creative assets for targeted advertising on Instagram
Creative assets for targeted advertising on Instagram
Creative assets for targeted advertising on Instagram
Creative assets for targeted advertising on Instagram

Collaborations with influencers

Collaborating with popular social media influencers allowed us to significantly increase the reach and engagement of the campaign thanks to their influence and loyal following.

Results we have Achieved

130 260

Total reach of the featured stories
91 940

Total reach of publications
2 573

Total number of clicks from bloggers
13,91%

Average post engagement rate

Engaged influencers

nigina_djabarova_

Nigina Djabarova
khusnorik

Хуснора Шадиева (Хосэ)
kamilahon_fashion

Камила Акбарова
rajabovadi

Rajabova Dilnoza | 26
madina_shadieva

Ваша Мадиночка ❤️
ulugbek_creative

Ulugbek Ismatov
diorasblog

Diora | Influencer | Lifestyle blogger
shakhzadjhan

Shakhzod Abdurasulov
diyara_rai

КРАСОТА | МАТЕРИНСТВО | ЛЮБОВЬ
ramazon__o

Мобилограф | Ташкент
_malikamirzaeva_

Мама | Blogger | Lifestyle | Узбекистан
millymallymoe

Shokir Shukurbayev
yulduzrajabova_

Yulduz Rajabova

Telegram Marketing

Regular weekly live streams on Instagram were designed to boost user engagement and generate interest in the promotion, as well as to hold giveaways of valuable prizes for participants.