DBS's current Instagram campaign is heavily focused on promoting financial security and awareness of digital scams, using a mix of carousel and image ads. The campaign is designed to engage users through informative content, with a strong emphasis on driving traffic to their Instagram profile. This approach aligns with their strategic focus on building trust and establishing a strong digital presence.

DBS's Instagram activity follows a recurring '#BehindTheScam' series, publishing carousel and image ads roughly every few days that walk through common fraud scenarios. Posting frequency picks up noticeably in late May, suggesting a coordinated awareness push during that window.

DBS's strategy centers on positioning itself as Indonesia's safest digital bank, using VIEW_INSTAGRAM_PROFILE as the dominant CTA to grow its owned social audience rather than drive immediate conversions. Educational scam-awareness content builds trust before any product-led messaging.

Across the selected period, DBS ran a mix of carousel and image ads almost entirely on Instagram, with content overwhelmingly focused on fraud-prevention education (#BehindTheScam) rather than product promotion, reinforcing a brand-safety-first positioning relative to OCBC, UOB and CIMB Niaga.