Enhancing audience reach while minimizing ad redundancy, Krungsri achieved a notable increase in new followers.

Bank of Ayudhya (Krungsri) employed LINE Mission Stickers by launching through LINE Ads to generate greater awareness among its target audience. By phasing the campaign, and selecting different advertising objectives for each phase, Krungsri addressed the issue of repeatedly displaying ads to the same target group, leading to enhanced campaign performance.

Krungsri gained insights through a combined effort of LINE Survey and LINE Mission Stickers facilitating the crafting of a tailored content strategy

In partnership with renowned artist Painterbell, Krungsri launched Mission Stickers themed "Make Life Simple" featuring charming and lively characters, incorporating the brand message through gestures and words with great appeal to the Young Generation.

The campaign goal is to increase the number of followers of the LINE Official Account of Krungsri Simple, collect insights, and use insights to offer relevant content and messages while keeping the block rate low. 

Krungsri worked with i-dac agency in devising an online media strategy to launch LINE Mission Stickers to reach and attract new followers and re-engage with previously blocked users.

The campaign was set to run for 3 months. Despite aiding brand recognition, during the early period of the campaign, Krungsri saw repetitive ad exposure and slow growth in participant numbers, which was inconsistent with a high click-through rate (CTR). The campaign was reaching the same audience who already completed the mission.

To address the challenge of reaching new audiences, Krungsri split its budget into two phases: initially focusing on broad awareness with cost effective Reach objectives, followed by Custom Audience strategy involving two main target groups: retarget users who showed interest but did not complete the mission, and new users which excluded users who have already engaged with the ads to prevent repetitive exposure.

Allocating 10% of the budget to initial awareness and 90% to the main campaign focusing on mission visits, Krungsri utilized retargeting from Custom Audiences and broad targeting to maximize reach and engagement.

This media strategy led to over 600,000 sticker downloads with minimal drop-off rate of 1.5%, attracting new followers and re-engaged with existing. The campaign also provided the opportunity to gain insights into customer preferences, aiding the development of a personalized communication model that also helped lower the rate of blocking.