Background: UnionPay seeks to increase its usage among young Chinese students in the USA.
Objective: Promote the exclusive discounts available to UnionPay cardholders when using Uber or UberEats.
Target Audience Identification: Focus on young Chinese students, particularly women studying in the US, who are interested in lifestyle content.
KOL Selection: Curate a list of Key Opinion Leaders (KOLs) who resonate with the target demographic and have a significant following in the lifestyle and student segments.
Partner with KOLs who are currently studying in the US and can naturally integrate UnionPay's discounts into their content.
Encourage KOLs to share their experiences using UnionPay for Uber rides and UberEats orders, emphasizing convenience and savings.
Use storytelling and personal experiences to make the promotion relatable and appealing.
Increase in UnionPay transactions on Uber and UberEats.
Higher engagement and brand recall among the target audience.
Measurement of Success:
Track engagement rates and discount code usage from KOL promotions.
Monitor the growth in the number of transactions by students using UnionPay on Uber and UberEats.