To tackle the challenge of scaling the Account opens by 20X we worked on a cohort-based communication strategy for each user interest with a mix of statics, carousels, videos, and influencer content. We also collaborated with one of the Bollywood youth icons - RajKummar Rao and worked on brand films for running integrated Brand Awareness and Video views campaigns to build the upper funnel. These campaigns helped us in getting over 80% brand Lift for Jupiter. Later we used these video viewers for scaling our performance campaigns resulting in ~20% reduction in CAC.

Apart from traditional campaigns, Facebook’s AAA campaigns along with UAC 1 and 2 on Google, TAP campaign on Twitter, and multiple affiliate campaigns were activated to get immediate scale at a lower CAC.

In order to tap our Cost Per Funded Account to as low as INR 1500-2000, we scaled our AAA Campaigns by 3X and, started optimizing for the lower funnels for getting the high-quality users with a Cibil score 650+ and a minimum balance of 20k in other bank accounts.