February 1st, 2021 marked the day where three Sharia banks in Indonesia merged into Bank Syariah Indonesia (BSI). With the new identity, education and elaboration to each bank customers were needed to be well-managed and ensure the transition should not disconcert the existing consumer.
Hudhud was engaged to deliver the task while at the same time assisted in heighten the reach of the merge action news.
Hudhud realized that responsiveness factor was imperative at the change process. Aside from the technicality factors (such as mobile application readiness), a lot of questions arose from customers about their bank account due to the merge action.
From a content perspective, one of the key to manage the situation is to consistently build assurance to consumer despite of their worryness. In addition to that, providing reactive content based on consumers queries were initiated. All contents were packaged using the BSI visual elements to sign and strengthen its identity that being consistently applied to all marketing collateral across the mediums and channels.
- Bank Syariah Indonesia - BSI -
After ten months of the merge, BSI mobile Instagram was able to gain over 17,000 new followers. Its engagement rate performed with 7.34 points higher than the industry benchmark with over 730,000 organic reach and also over 78,000 engagements. Its Facebook performed with engagement rate of 1.41 points above the benchmark. Moreover, the sentiment neutrality about the brand merge action appeals very well.
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