ASE Group turns to digital with LinkedIn to drive global brand outreach

For its first digital marketing campaign, ASE Group focused on top-of-funnel brand awareness. Its objectives were:

To increase brand familiarity and favourability
To drive greater engagement with key audience segments
To grow a professional community by acquiring more LinkedIn Page followers

Designed a top-of-funnel Sponsored Content campaign to showcase its thought leadership in specific domains
Used LinkedIn’s precise targeting filters to define its audience by location, industry, job title, etc, and serve relevant content to each segment
Invested in continuous campaign monitoring, A/B testing and creative refresh to optimise performance

“While we are still in the early stages of the campaign, the fact that we are beating industry benchmarks across all our objectives is very encouraging,” said Jennifer Yuen, Senior Director, Worldwide Marketing & Communications, ASE Group.

The company also regards the campaign as a test-and-learn opportunity for it to deepen its understanding of the content that resonates with audiences across geographies and industries — insights that would help power its future community-building efforts.