How uSMART Combined Creators and Native Advertising to Accelerate App Growth

uSMART Securities (Singapore) Pte. Ltd. is a leading securities firm regulated by the Monetary Authority of Singapore (MAS), holding a Capital Markets Services (CMS) License. The firm provides a smart, professional, and outstanding one-stop financial services platform to serve investors’ needs throughout their investment journey. Through its innovative trading functionalities and mobile platform, uSMART aims to simplify wealth management and streamline digital investing for its users.

To launch its new first-quarter investment mechanics, uSMART partnered with AnyMind Group to execute an integrated digital marketing and influencer campaign in Singapore.

In the highly competitive financial services landscape, investment products are often perceived as complex and dry, making it difficult to capture attention among younger demographics. The primary objective was to break through seasonal media noise to drive mass awareness, maximize audience engagement, and channel quality traffic toward the uSMART app by highlighting its promotional wealth management offering.

Our strategic, multi-solution approach

The campaign shifted away from technical jargon to simple, relatable finance messaging that positioned investing as accessible to everyone.

The core strategic approach relied on the synergy of two AnyMind solutions: AnyTag for influencer-led storytelling and AnyDigital Premium Marketplace (APM) for high-authority publisher amplification. By combining the authentic reach of social creators with the high-impact visibility of native display and editorial placements, uSMART established full-funnel coverage.

This multi-solution strategy anchored the brand’s promotional 8.88% p.a. interest rate on the Maybank Money Market Fund within real-life money moments (T&Cs apply. Promotional rate is for eligible customers only and applies for the stated campaign period). By tying the product to contextually relevant seasonal triggers, specifically performance bonuses and Chinese New Year red packets, the content encouraged consumers to stop letting extra savings sit idle in low-interest accounts and consider putting their idle savings to work via the uSMART app.

A multi-touchpoint campaign powered by content, creators, and publishing

The campaign was executed across Instagram, TikTok, and premium digital publisher networks during the Chinese New Year period.

1. Influencer marketing execution via AnyTag: 26 local creators were activated across Instagram and TikTok, leveraging a strategic mix of macro, micro, and nano influencers to balance mass reach with authentic community engagement. The campaign was executed through short-form video content, published on Instagram and TikTok. To maximize audience resonance, creators tailored their content formats to include humorous skits, relatable financial milestones, and practical return illustrations—all while strictly adhering to MAS regulatory requirements to demonstrate how salary bonuses and red packet cash could be practically put to work.

2. Editorial and advertising execution via AnyDigital: A branded content article was launched on AsiaOne to capture mid-funnel intent and build platform credibility. The educational write-up tied uSMART’s offering to the festive savings season and featured 100% Share-of-Voice (SOV) in-article display banners (including IMU and Half-Page formats). Traffic was systematically driven to this core publishing asset through native Facebook article posts and targeted Telegram channel blasts.

Source: AsiaOne

Our impact

The influencer marketing campaign across Instagram and TikTok generated:

• Total impressions and views: 337,900+
• Total engagement: 18,900+
• View rate: 195.84%

Performance analysis showed that content rooted in relatable financial milestones and cultural money moments consistently outperformed generic investment messaging. While personality-led entertainment content achieved a 35.2% engagement rate, bonus-themed and Chinese New Year narratives drove even stronger engagement rates of 50.2% and 46.4% respectively. These results highlight the effectiveness of embedding financial products into real-life contexts, making investment conversations more accessible, relevant, and engaging for consumers.

The editorial push via APM extended this impact into high-intent reading environments:

• Branded content article generated over 7,800 page views with an average time-on-page of 1 minute and 21 seconds
• Facebook article post reached more than 75,000 users, achieving a 4.54% engagement rate
• In-article display banners recorded over 38,000 impressions with a 0.25% overall Click-Through Rate (CTR)

Cultivating a perfectly balanced gender split, the editorial assets successfully engaged active earners, with almost half of reading engagement driven by mature investors in the 45–64 age bracket.

Turning strategy into scale with the AnyMind ecosystem

By pairing data-driven creator curation through AnyTag with high-impact native publishing via APM, uSMART successfully integrated its wealth management solutions into relevant lifestyle conversations. Moving away from complex financial terminology toward clear, educational examples made the product feel approachable and easier to understand. This synchronized multi-solution approach allowed uSMART to build credibility across multiple target demographics, maximizing seasonal campaign performance and solidifying long-term brand awareness.

Want to convert complex product features into an engaging, high-performing campaign?

Contact AnyMind Group today to explore how our multi-solution approach can scale your brand’s next milestone.