Campaign Challenge
PointX, SCB's rewards app, needed to grow awareness and downloads by connecting with its audience naturally — not with hard-sell app-install ads. The challenge was making the app feel like part of the audience's lifestyle while keeping acquisition cost-efficient.
Our Approach
Lifestyle-Led Content
Crafted lifestyle-driven content that highlighted app benefits and connected with the target audience naturally.
Cost-Efficient Awareness
Executed cost-efficient awareness ads with precise targeting to maximise reach and relevance.
Plan Outperformance
Exceeded the plan by 30% on both impressions and engagement through continuous optimisation.
Download Lift
Translated the awareness lift into a 13% increase in app downloads.
Campaign Results
The lifestyle-led programme delivered 5M impressions and 200K+ app downloads, exceeded plan by 30% on both impressions and engagement, and drove a 13% increase in app downloads — proving relevance, not volume, moves installs.