Case Study · A Joint Venture of Government Savings Bank
Mee TeeMee NgernEmpowering Thai SMEs: A Masterclass in Precision Targeting & Intent-Based Marketing
Land and mortgage loans for Thai SMEs shut out of bank credit — a full-funnel campaign across Facebook, Instagram, YouTube, TikTok, Google and LINE that reached 37.1 million people and beat its KPI in every dimension.
- 37.1MPeople reached
- 5M+Video views
- 339KEngagements
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The Brief
Drive awareness of, and interest in, the land and mortgage loans of “Mee Tee Mee Ngern”, a joint venture of the Government Savings Bank, Dhipaya Insurance and Bangchak — helping SMEs that cannot reach bank funding, are held back by a credit-bureau record or rely on informal debt to gain access to capital that is fair and safe.
- Client
- Mee Tee Mee Ngern Co., Ltd. (a joint venture of the Government Savings Bank, the Dhipaya Insurance group and Bangchak Corporation)
- Category
- Financial Services & Corporate Communication
- Campaign Objective
- Build awareness of, and interest in, the loans of “Mee Tee Mee Ngern” among SME operators and business owners — opening the way for them to ask about the loans and get in touch.
The Challenge & Strategy
IntentFunnel
The main challenge was speaking to business owners whose problems (pain points) were completely different: a bank loan turned down, a poor credit-bureau record, an urgent need for cash, or the weight of informal debt. So we designed an “Intent Funnel” strategy, working alongside AI technology that analysed and fine-tuned how the ads were served to suit each group. On top of that, we analysed the insight in the conversations and comments on competitors' pages to understand what business owners really needed, and used it to target the ads for the greatest possible efficiency.
The Execution
A full-funnel strategy across the whole online media mix (Facebook, YouTube, Google, TikTok, LINE), combined with business influencers to build credibility, and deep targeting (Precise Targeting) through an “Intent Funnel” technique, AI to raise efficiency, and insight from the comments on competitors' pages used to define the audiences.
Execution & Rollout
We designed a cross-platform communication ecosystem covering Facebook, Instagram, YouTube, TikTok, Google (SEM, GDN) and LINE for the length of the campaign, dividing the work as follows:
- YouTube
- TikTok
- LINE
Influencer & KOLs for TrustBuilding Credibility Through Experts
Leading business and finance pages and creators (such as ไปให้ถึง100ล้าน, Aom Money, Thedigitaltips and winwin_business) became the voices teaching the audience about the credit bureau and debt refinancing, and pointing them to safe sources of capital — building credibility and drawing the audience in.
Pain-Point Specific ContentSpeaking Straight to Every Problem
Image and video ads made specifically for each audience (such as the video “ดีไม่พอ”, “Not Good Enough”, for people turned down for a loan, and the video “นอกใจ”, “Unfaithful”, for people using informal debt), so customers felt reached and understood the message quickly.
Pain point
Video
Offer
A bank loan turned downA poor credit-bureau recordAn urgent need for cashThe weight of informal debt“ดีไม่พอ”“รีบทำไม”“นอกใจไปนอกระบบ”Land loans from “Mee Tee Mee Ngern”- A bank loan turned down · A poor credit-bureau record→ “ดีไม่พอ”
- An urgent need for cash→ “รีบทำไม”
- The weight of informal debt→ “นอกใจไปนอกระบบ”
- → Land loans from “Mee Tee Mee Ngern”
Search Intent & Lookalike TargetingCapturing Demand Precisely
Demand for loans caught through keywords on Google Search (such as “จำนองที่ดิน”, “ขายฝากที่ดิน” and “สินเชื่อธุรกิจ” — land mortgage, land sale with the right of redemption, business loans), then extended with lookalike audiences whose behaviour resembles customers highly likely to borrow.
Agency Value Delivered
This campaign proved the power of combining an understanding of business insight with expertise in digital tools:
- 37.1MAd reach
- 142,064Clicks
- 5M+Video views
- 339,316Engagements
Key to Success
Fast.Precise.Measured.
A data-driven strategy combined with communication that solved each pain point precisely let the campaign move fast and be measured clearly — a reach of more than 37.1 million people, and video views and engagements that together went far past the target.
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