DBS Indonesia: KTA
Client
Industry
Scaling retail banking growth by bridging the gap between human-centric communication and data-driven optimization
Agency
Scope of Work
- Creative Direction
- CRO
- Performance Marketing
- Social Media Management
Driven by human messaging and smarter targeting, DBS KTA shifted consumer behavior from passive interest into active and qualified applications
Challenges
Potential users often get stuck in a loop of hesitation, turning their interest into a funnel of drop-offs
The KTA (Kredit Tanpa Agunan) market for unsecured loans is saturated, leaving consumers in a cycle of comparison and hesitation. While interest stayed high, complex application steps caused many to drop off or feel unsure about their eligibility. High application volumes failed to drive growth because most leads lacked the qualifications to reach approval. Chasing raw traffic only cluttered the funnel with applicants who were never meant to be customers.
Approach
Replacing complex jargon with clearer language helped turn that confusion into a confident choice
Finding eligible customers who could navigate the complex journey meant moving beyond raw traffic. Since the process remained a barrier, we simplified the messaging to help people make a confident choice through less technical and relatable language. Prioritizing quality allowed us to accept a higher cost for applicants who fit the bank’s requirements. Shifting the budget toward high-intent groups ensured we drove actual approvals instead of just broad interest.
Execution
Every platform then worked together to guide interested users from their first click to a
finished application
With the narrative set, we managed a marketing plan where every platform had a clear role. Social media helped build confidence through stories, while search ads reached people actively looking for rates. Finding ways to improve ads across the web helped us move beyond broad reach to focus on intent. Reaching people at the right moment ensured they moved smoothly through to a finished application.
By connecting our data, we found better ways to reach qualified leads
Our strategy relied on a strong data setup. We tracked website behavior to see where users got stuck, then used real approval data to create a better feedback cycle. Seeing the full journey allowed us to know which digital ads actually led to loans. Sending quality signals back into our tools helped the system find ready applicants over large numbers of unqualified leads.
Regular optimization ensured qualified users stayed on track without getting lost
To maintain efficiency, we kept performance strong through regular testing. We checked different versions of ads for clarity while making the website easier to use. For people who left early, we used helpful reminders to guide them through the final steps. Regularly improving the messages, audiences, and site experience ensured we kept increasing the number of finished applications.
Impact
Prioritizing quality over volume created a more efficient and effective way to grow.
Focusing on quality brought immediate growth and proved our strategy worked. Targeting applicants who were actually eligible helped us reduce wasted money on bad leads while making the whole process more efficient. The final result was a direct increase in business scale. We changed the marketing plan into an efficient way to grow, creating a new way to reach customers in retail banking.
Results
50%+
Increase in Disbursed Loan Volume
10.1%
Reduction in Cost Per Approval (CPA)
6%+
Increase in Qualified Leads Rate