DANA continues to stand out as a proactive digital wallet brand amid strong digitalization and changing consumer behavior.

At the 2025 Indonesia Best Brand Award (IBBA), the brand was often mentioned for its strong awareness and consistent focus on security.

Building Relevance and Trust in a Fast-Changing Digital Landscape

Lim Wimawan Kusuma, VP of Marketing DANA (PT Espay Debit Indonesia Koe), said the key challenge in today’s digital wallet market is maintaining relevance and trust.

“The biggest challenge is maintaining relevance and trust in the fast-growing digital trend and shifting consumer behavior. Additionally, with the rise of cyber crime amid digital advancements, maintaining consumer trust becomes a challenge of its own and is our top priority,” he said in a written statement to SWA Magazine.

DANA translates this focus into a brand strategy that highlights safety and comfort.

This year, the marketing team continues to communicate DANA’s security technology while emphasizing simple, fast, and low-friction transactions.

DANA chooses a more human approach instead of chasing trends, crafting messages that are close to users’ daily lives while reinforcing that security is the brand’s main foundation.

Human-Centered Communication to Reach Millennial and Gen Z Users

Millennials and Gen Z remain DANA’s main target groups. On Instagram and TikTok, DANA delivers educational content in a light and recreational style that fits current trends.

On YouTube, messages appear in short and long videos, including interactive Q&A formats and experimental content with travel influencers.

These efforts aim to build understanding that DANA is not only a payment tool but a secure and comfortable digital transaction partner.

DANA’s overall brand strategy rests on three pillars: positioning the app as safe and trustworthy, approaching young users through relevant channels and language, and combining product innovation with consistent financial education across online and offline activities.

Security Education Through Nationwide and Online Activation Programs

To maintain visibility across major and smaller cities, DANA integrates above-the-line (ATL) and below-the-line (BTL) strategies.

One key initiative is the “Posko Bantuan Keliling,” a mobile service traveling to 16 cities to provide direct education on digital transaction security, fraud recognition, and safe app use.

DANA also expanded its message through a collaboration with the educational comedy film Agen+62, which discusses the dangers of online gambling, allowing serious security messages to be delivered more lightly.

The mobile help center is also available online through Instagram, enabling users to access education and assistance from anywhere.

All messages are designed to encourage interaction and positive engagement.

Data-Driven Marketing and Community Engagement to Strengthen User Trust

For DANA, multichannel presence means ensuring meaningful, real-time, and context-based interaction.

The company continuously conducts research—internally and with third parties—to understand user needs, brand position, strengths, weaknesses, and innovation opportunities.

Research results become the basis for new campaigns, features, and activations.

This data-driven approach guides the planning of new programs and national campaigns.

DANA also strengthens user relationships through product innovations such as investment and micro-insurance features, along with financial literacy content like the #NgulikDuit podcast on Instagram and YouTube.

The Sobat DANA community connects loyal users across regions, offers space for feedback on new features, and serves as an ongoing financial education channel.

The marketing team also maintains discipline in managing ATL and BTL budgets, adjusting proportions based on campaign momentum and goals.

Effectiveness is measured by the impact on trust and user behavior rather than the volume of advertisements.

DANA reports a stronger user base across different groups, especially among Gen Z.

“In our latest research with YouGov, it is proven that DANA’s user base continues to strengthen across all layers of Indonesia with consistent composition especially among Gen Z. DANA also shows funnel stability with a rising perception of security. This confirms that our commitment to security—through product innovation and marketing strategy—aligns with the results achieved,” Lim said.

DANA continues to anchor its strategy on security and comfort, supported by human-centered communication, community closeness, financial education, and measurable multichannel campaigns.

PHOTO: DANA

This article was created with AI assistance.