Home Paylater
Social Campaign
RIO Creative Solution addressed Home Credit’s challenge with a long-term social content strategy that reflects a modern, youthful, and practical brand personality—while maintaining its leading position and image as a trusted companion for the younger generation.
In this campaign, RIO and Home Credit partnered with both Micro and Macro TikTokers—influencers with strong relevance to the product’s target audience—to share Lunar New Year shopping stories and highlight the features of paying with Home PayLater.
Product-use and review videos by these influencers on YouTube successfully generated over 90,000 views, accounting for 6.5% of the campaign’s total reach. Unlike fast-content platforms, YouTube proved to be an effective channel for a longer-term marketing campaign that required more time to build closer connections with customers.
