The challenge
For a bank, attention is easy to buy and hard to earn. This bank had real products, a real audience, and a social presence that read like a corporate bulletin board. Banking social media in Indonesia is top-heavy: a handful of channels dominate the conversation, and everyone else publishes into silence. The brand wanted into the top tier, and it had to get there while staying inside the compliance reality every regulated brand lives with. The bar was explicit: not a politer version of the same corporate feed, but a place among the banking channels Indonesians actually choose to follow.
The strategy
We treated the channel like a media brand with a banking license, not an announcement board with a logo. That meant an editorial system built on three commitments:
- Culture first. Content people would follow even if the logo disappeared, rooted in how Indonesians actually talk about money, faith, and everyday life.
- Formats over one-offs. Repeatable series the audience could recognize and return to, instead of isolated posts chasing trends.
- Compliance as a partner. Review requirements were built into the creative process from the first draft, not discovered at the end of it.
The execution
Execution paired an always-on content engine with interactive campaign moments. The always-on layer kept the channel present and consistent in the feed, with recurring formats audiences learned to recognize and return to. The campaign layer created spikes worth talking about, including a branded in-feed game that drew 13K+ players, 97% of whom played it to completion. The channel's top post earned 68K+ likes, the kind of engagement banking content almost never sees.
The game deserves the extra sentence. It asked people for minutes of voluntary attention inside a feed built for seconds, and it got that attention because it was designed as entertainment first and brand message second.
The results
The channel reached the top tier the brand was aiming for. These are the documented numbers behind that climb:
| Metric | Result |
|---|---|
| Channel position | #2 banking social channel in Indonesia |
| Likes on top post | 68K+ |
| Branded game players | 13K+ |
| Game completion rate | 97% |
What made it work
The number we trust most here is the 97% completion rate, not the player count. Reach can be bought; finishing a branded game is a choice the audience makes on its own, and it only happens when the content respects their time. The other honest lesson: bringing compliance into the creative process early is what made playful work possible for a regulated brand. Nothing shipped that could not survive review, and the work still felt native to the feed.