Industrial and Commercial Bank of China Limited (abb. ICBC), is one of China's "Big Four" state-owned commercial banks. Social Touch provided ICBC with brand new marketing solutions based on social communications

The Challenge

In recent years ICBC has launched its online banking system to attract mobile phone users. However, ICBC was facing the challenges of low number of online users and the low user stickiness. Social Touch aimed to design an effective approach to fully leverage ICBC’s employees and other internal resource to empower the marketing campaign

The Solution

To become a more user-friendly bank, ICBC was supposed to attract new user traffic and increase re-conversion of offiline clients. Therefore, Social Touch helped ICBC establish its own marketing management platform which integrated online and offline resource, and solved the marketing difficulty of ICBC with one-stop service

• We motivate banking employees to promote ICBC online banking system through an incentive mechanism in which involved employee rewarding. Moreover, we enabled the monitoring function of communication process and the visualization function of marketing effect

  
  

• Through technical integration, we also developed sub-platforms including user management in a cost-effective way. These sub-platforms has generated a lot of new users and increased user stickiness and the conversion rate