Case Study: UOB Builds Brand Affinity with LinkedIn Marketing Solutions

UOB grows followers 1.3x with LinkedIn Marketing Solutions

UOB, a leading bank in Asia, sought to build brand affinity and position itself as the preferred bank in ASEAN to support regional business expansion. Their challenge was to effectively reach and engage high-value C-Suite, VP, and Director-level audiences to create an active digital community. To address this, they partnered with LinkedIn Marketing Solutions.

The solution implemented with LinkedIn Marketing Solutions involved an Acquire & Engage strategy using paid campaigns like Dynamic Ads and Sponsored Content to grow their follower base, combined with always-on organic content marketing on their LinkedIn Page. This included testing formats like video series for thought leadership. LinkedIn Marketing Solutions enabled UOB to boost high-performing organic posts, finding that audiences exposed to both paid and organic messages had a 5x higher engagement rate. Results from January to October 2022 included a 1.3x increase in followers, reaching an additional 1.3M members via network effect, and a 4.9x increase in engagement rate.

UOB