Product growth campaign | TNEX Digital Bank

About The Employer

TNEX digital bank is the first digital-only bank in Vietnam. TNEX is recognized as The Best Digital Bank for Gen-Z according to Asian Banker. The bank reached 1.5 million users after only a year and continue to grow as one of the digital bank leaders in Vietnam and Southeast Asia.

Project Details

In 2021-2022, although TNEX acquire many users, the quality of users didn't meet the expectation. Retention rate was quite low and customers tended to churn in the following month after onboarding. Inactive user rate was also high. Therefore, one of the challenges that growth team was facing was increasing retention and revenure-generated customers.

In that context, I proposed and implemented two campaigns that yielded high results.

1. Cash back campaign: Cash back for existing users making payment transaction.
2. New referral campaign scheme: Reward referrals with financial transactions and at least 5 days active.

Results

1. Cash back campaign: peak transaction number of the year.
2. New Referral Scheme: increase new payment active customers by 35% YoY by changing scheme, minimizing user flow, and optimizing onboarding content.