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brand strategy agency

Our uBank journey

uBank, a challenger bank serving mining and agricultural communities, sought to expand its reach and customer base. This ambitious goal coincided with the onset of COVID-19 lockdowns, presenting a significant hurdle to acquiring new customers.

Salt & Candy devised and implemented a comprehensive, multi-faceted marketing strategy that enabled uBank to not only survive but thrive in this challenging environment. This involved:

  • Brand Strategy: Refreshed uBank’s brand strategy to resonate with a broader audience, encompassing both internal and external communications.
  • Corporate Identity: Revitalized uBank’s corporate identity across all internal and external assets.
  • Digital Presence: Redesigned and developed a user-friendly website optimized for customer acquisition and engagement.
  • Integrated Marketing: Executed a cohesive marketing plan incorporating social media marketing, traditional PR, and impactful campaigns.

 

brand strategy agency
brand strategy agency
brand strategy agency
brand strategy agency
brand strategy agency

"Real Heroes Wear Masks" Campaign:

At the heart of this strategy was the award-winning “Real Heroes Wear Masks” campaign. This organic-only initiative:

  • Honoured Essential Workers: Paid tribute to frontline workers who embodied uBank’s core values and mirrored its target audience.
  • Showcased Mobile Money: Effectively communicated the advantages of uBank’s MoMo product, emphasizing its ability to connect people and facilitate essential transactions during lockdown.
  • Strengthened Brand Identity: Reinforced uBank’s position as “the people’s bank” by celebrating everyday heroes.

Results:

  • Explosive Growth: Gained 1 million new customers in just 12 weeks through organic efforts alone, exceeding the initial 1-year target.
  • Enhanced Brand Awareness: Significantly increased brand visibility and fostered positive public perception of uBank.
brand strategy agency
brand strategy agency