Case Study

Nationwide Launch Campaign

313 media exposures · 50K+ customers in month one

  • Period｜2019–2020
  • Role｜Senior Public Affairs & Marketing Manager
  • Organization｜NEXT BANK

Challenge

Taiwan's first wave of pure-play neobanks: no branches, a brand starting from zero — yet the launch had to break through a mature, fiercely competitive financial market and convert directly into account openings.

Approach

Orchestrated the nationwide pre-launch campaign, grand-opening event and press conference, integrating social, press, influencer/WOM, SEO, Marcom and agency channels.

Grounded the launch in market and competitive analysis — a phased external-communications strategy and a three-year go-to-market brand narrative, so launch buzz landed on a story already in place.

Results

  • 313 media exposures from the launch event and press conference.
  • 50,000+ new customers in the first month, exceeding targets by 20%.
  • Set the base for what followed: 40% YoY cross-channel growth and record highs in 2023–2024.