VPBank SME Cham Thinh Vuong – Social Media Campaign

Context

VPBank SME is the specialized division of VPBank serving small and medium enterprises. Despite offering comprehensive financial and non-financial solutions, brand awareness among target customers remained low compared to competitors.

Challenge

The SME banking market in Vietnam is highly competitive, with major players like Techcombank, UOB, VietinBank, and MBBank all investing heavily in brand awareness. VPBank SME needed to cut through the noise and establish itself as the most comprehensive SME partner.

Our Solution

We developed “Cham Thinh Vuong” (Touch Prosperity), a 360-degree campaign built on 4 touchpoints connecting VPBank SME with business owners at every stage of growth.

Cham Vung Manh Tai Chinh — Flexible capital solutions
Cham So Hoa Toan Dien — Comprehensive digital transformation
Cham Boi Duong Kien Thuc — Knowledge empowerment talkshow series
Cham Mo Loi Kinh Doanh — Business network expansion

Our Execution

1. Key Visual (KV)

A master campaign KV brought the concept to life, with 4 dedicated sub-KVs and 25 adaptations for social, digital, and offline channels.

4 Sub Key Visuals

2. Social Content

A high-volume content strategy across Facebook: 14 single posts, 16 multi-image posts, 8 GIF/short video posts, and 2 interactive minigames covering finance, digital transformation, operations, and market trends.

3. Talkshow Series

An educational talkshow series launched in February 2026, positioning VPBank SME as a trusted advisor for Vietnamese SMEs with expert panel discussions and practical financial solutions.

4. Testimonials

Featured real client voices including Thach An, Hai Thinh, and ASIM (1M+ users in 2 years). These authentic stories reinforced credibility and demonstrated the bank’s impact on business growth.

Results

The campaign successfully established VPBank SME as a top-of-mind brand for Vietnamese SME business owners.