Case Study: UOB (leading Asian bank) achieves 1.3x follower growth and stronger brand affinity with LinkedIn Marketing Solutions

UOB builds brand affinity as the groundwork for long-term success

UOB, a leading bank headquartered in Singapore with a global footprint and 20,000+ employees, set out in 2022 to support its Southeast Asia expansion by growing a LinkedIn follower community and building brand affinity among C‑suite, VP and director‑level audiences to position itself as the preferred regional bank.

To do this UOB ran an Acquire & Engage program that combined always‑on paid campaigns (Dynamic Ads, Sponsored Content) to recruit high‑value followers with organic, video‑led content series (e.g., #TechTalk, #CareAtUOB) and boosting of top posts to deepen engagement. From January–October 2022 the approach delivered 1.3x follower growth, 1.3M additional members reached via the network effect, a 4.9x uplift in engagement rate, with paid activity accounting for 49% of follower growth and audiences exposed to both paid and organic content showing 5x higher engagement.

UOB

Gary Low

First Vice President, Social Media