Digital Strategy for Bank of China

Xiang Li

Promotion of BOC’s Credit Card for Oversea Students

The Massive Craze of Chinese Oversea Studies

Function of This Credit Card1.Multiple-currency and

universal-use2.SMS Reminder of Master Card3.High Reward Point4.Quarterly Financial Advice

Co-operation with Airlines and Hotels

Credit Card Point:

International Flight Tickets• Free Flight Tickets• Economy Class updating to Business Class

Hotels with Discount • International Hotels with discount• Domestic Hotels free nights

Email StrategyTool: QQ Mail and Gmail

Target: QQ Mail: 35-55 year-old Male

Beijing Shanghai Shenzhen Hong Kong

Gmail: 17-25 year-old students New York LA Boston

Social Networking

Hash Tag and Info FeedingContent# studyoversea # studyatus# TOEFL# SAT# Americanuniversity

Feeding Time10pm-12pm8am-10am

CPC CPM and CPACPC : Click-through RateCPM: Cost-Per-Mille is when the price is based on 1000 impressions CPA : Cost Per Action

COST IMPRESSIONS

CLICKS CLICKS RATE

AC CONVERSION RATE

PRICE TOTAL

CPM 100,000

500 0.5% 50 10% $10.00 $1,000

CPC 100,000

500 0.5% 50 10% $2.00 $1,000

CPA 100,000

5000 0.5% 50 10% $20.00 $1,000

Thank You