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Vida Markets

Global marketing for Vida Markets, a multi-asset online broker, and the strategy for its entry into Indonesia: a #TradeWithConfidence positioning, a full-funnel paid plan, a role for every social channel, SEO and a localised website.

Year2022
MarketGlobal · Indonesia · LATAM
IndustryFintech / online trading
RoleHead of Marketing, Global & Indonesia
ScopeDigital strategy · Paid funnel · Social channels · SEO & content · Website localisation
Vida Markets logo

Brief: awareness in a sceptical market

Vida Markets was entering Indonesia, where traders worry about transparency and scams. The target was adults aged 18–45 interested in trading, investing and growing their income, from first-time to experienced traders.

#TradeWithConfidence

The positioning answers those worries directly: show transparency, explain services, features and trading security in plain, educational language, and use the brand’s own line as the content tagline.

Overall strategy: from brand video and social traffic to leads
Overall strategy: from brand video and social traffic to leads
Three-stage paid campaign framework
Three-stage paid campaign framework

Full-funnel paid strategy

Three campaign stages, each with its own formats, channels and targeting.

01.

Awareness

Video and image reach ads on YouTube, Facebook, Instagram, TikTok and Twitter, telling the story of a worldwide broker.

02.

Consideration

Image and keyword traffic ads with retargeting to bring warm audiences back.

03.

Action

Lead generation through lead forms, website landing pages and WhatsApp Business chat with sales.

A role for every channel

A weekly content grid set the posting plan for each platform.

WhatsApp & Telegram

An exclusive client group for morning market news and webinars, plus a public trading-insight group.

Facebook

Community seeding, news, webinars and seminars.

Instagram

Education, engagement and entertainment, with Stories and filters.

TikTok

Short stock-education videos fronted by a recurring brand ambassador.

YouTube

Company profile, client tutorials, daily news and podcasts.

Twitter & LinkedIn

Trending threads and stock analysis; company profile and recruitment.

Search, partners and the website

A localised site published keyword-led articles (analysis, daily news, education and tips) linking to landing pages and seeded into major Indonesian forums. The plan added paid branding on leading forex and finance media, KOL collaborations with live trading streams, and monthly community campaigns, rolled out in phases from October to December. A QA review of the Indonesian site corrected Bahasa terminology for local traders and fixed untranslated pages and broken buttons.

Forum seedingKeyword-led articlesLanding pagesKOL live streamsFinance media placementsMonthly community campaignsBahasa website QA

Content in market

The Indonesian feed ran branded education and engagement content (economic calendars, brand values, polls, NFP and World Cup moments), while the LATAM desk produced Spanish content in the same visual system. Monthly reports fed back into the content mix.

Indonesia Instagram feed
Indonesia Instagram feed
LATAM social content in Spanish
LATAM social content in Spanish
Vida Markets on stage at Forex Expo Dubai 2022
Vida Markets on stage at Forex Expo Dubai 2022

What I delivered

  • Indonesia digital marketing strategy (41-slide deck)
  • #TradeWithConfidence positioning
  • Three-stage paid campaign framework
  • Channel-by-channel social plan and weekly content grid
  • SEO, forum seeding and KOL plan
  • Bahasa website localisation review
  • Monthly social reporting
  • Global marketing leadership across Indonesia and LATAM
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Sutriano Wu

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