In the field of marketing, campaigns that accurately reach target audiences, effectively convey brand value, and ultimately reshape brand perception often draw significant attention. The integrated marketing campaign launched by Keyfocus and UnionPay International, centered on overseas payments, stood out with its innovative strategy, efficient execution, and remarkable results. It won the Annual Precision Marketing Case at the 13th TopDigital Innovation Marketing Awards and the Gold Award for Social Marketing at the 17th CERTIFICATE OF HONOR, becoming a benchmark in the industry for precision marketing.

In this era of global consumption, Chinese consumers’ demand for overseas spending continues to grow. However, research showed that UnionPay cards were used far less frequently abroad compared to other payment methods.

The core challenge:
How to break through existing emotional perceptions, reinforce the rational fact that “UnionPay cards are accepted globally,” and ultimately drive users to actively choose UnionPay for overseas payments?

By deeply understanding the core communication and outbound consumer groups, and with the concise and powerful slogan “Tap with UnionPay to Explore Every Journey,” a “triune” communication strategy was formulated:

1. Integrated online-offline marketing to build a full-scale outreach network.
2. Tangible content to transform abstract brand messages into perceivable consumer scenarios.
3. Data-driven precision delivery to reduce costs and improve efficiency.

The campaign successfully achieved a “brainwashing-level information release” that made brand facts vivid and memorable.

To achieve this widespread, precise exposure, the campaign followed a three-stage marketing approach:

The 1st Stage:

Seeding on Rednote + IP Marketing Integration
Effectively delivered core concepts rapidly.

• Seeding Content: Featured multi-dimensional usage scenarios and highlighted multiple consumer advantages like shopping discounts, cashback, and favorable exchange rates. The content linked closely with the user’s needs, scenarios, products, and promotions, embedding itself in the user mindset.
• IP Marketing: UnionPay International joined rednote’s “Hot Plan,” integrating influencer marketing (KOL), topic page operations, H5 interactive content, and offline pop-up events. Supported by rednote’s premium ad resources, the campaign created a closed loop:
  Online traffic led to offline engagement → check-in notes drove traffic back to the topic page, seamlessly connecting digital and real-world scenarios. This approach generated tens of millions of exposures.

The 2nd Stage:

Sustained Topic Amplification within the WeChat Ecosystem

Utilized a multi-point strategy across Moments ads, official accounts, and mini programs to reach core users aged 25–49 with interests in travel, leisure, transport, food, and fitness. This achieved effective communication and high engagement within WeChat’s closed-loop ecosystem.

The 3rd Stage:

Offline Metro Ads for Layer-Breaking Exposure and In-Depth Engagement

Large-format ads were placed at prime metro stations in Beijing and Guangzhou — locations frequented by white-collar commuters. With bold visuals and a “check-in interaction” mechanism, the campaign extended its online influence offline, reaching targeted high-end groups such as office workers and shopping enthusiasts.

This two-month integrated marketing campaign delivered impressive results.More importantly, UnionPay International successfully upgraded its brand perception from “domestic payment” to “global payment”, building strong mindshare in key scenarios like tourism and studying abroad. On rednote alone, over 9 million high-value potential users were engaged.

Key Learnings from UnionPay International’s Campaign:

• Breaking perception barriers requires saturation attacks: Repetitive multi-channel exposure reshapes user perceptions.
• Scenario-based content is the most persuasive: Product functions should be translated into relatable consumer scenarios.
• Data underpins precision marketing: Accurate user profiling enables efficient targeting.

This campaign proves that even a “basic infrastructure” brand like a payment tool can reshape perception and drive user behavior through innovative integrated marketing. In the age of global consumerism, UnionPay International’s approach offers valuable insights for Chinese brands pursuing cross-border marketing.