Banking & Financial Services
Digital Media Planning,
Multilingual Marketing and
Influencer Marketing
Banking & Financial Services
Digital Media Planning,
Multilingual Marketing and
Influencer Marketing
CAMPAIGN OBJECTIVE
To acquire new Dhani OneFreedom card users who will then use Dhani's other services such as Dhani Doctor, Pharmacy, and Free Saver Card.
STRATEGY & EXECUTION:
Step 1: Selecting the right communication routes
Dhani, one of India's largest players in the FinTech space, launched their One Freedom Card. Simply put, the Card provides people with credits for everyday expenses, as well as a variety of other benefits. To focus more on first-time users who applied for the card, we had to create a communication path that was simple and drove the point home, just like the card's simplicity and ease of use.
We identified two routes with multiple USPs to choose from:
- Pay in three installments
- Get 5 lacs at 0% interest.
These features served as our primary means of communication in order to fuel our growth journey.
Step 2: Going Video and Vernacular
As India has multiple languages and nuances, we took the Video + Vernacular route to properly communicate our messaging and connect with our consumers, with both being the HEROs of our campaigns.
Using multilingual marketing communication routes in Hindi, English, Bengali, Kannada, Malayalam, Telugu, and Tamil, we created assets - both static and videos - to reach and resonate with the widest possible audience on Meta and Google.
Step 3: Identifying the acquisition channels
We scaled the app install campaigns using a combination of Automated App Ads on Meta and manual ad campaigns, UAC campaigns on Google and the Colombia ad network to ensure maximum installs and Card Orders at low CACs.
While the App remained our primary focus, accounting for 80 percent of our acquisition, we also decided to reach out to a subset of the audience through our website. Our primary channels for web acquisition were Meta Web Conversion campaigns, Google search, Google Display, Google Performance Max, DV 360, Outbrain, Yahoo, and Adgebra.
Step 4: Getting our creative assets right!
Our focus on leveraging multiple content formats to appeal to every segment of our target audience was one of the main growth drivers for this campaign.
Along with brand statics and video creatives, we also created influencer videos with macro and micro influencers to increase audience awareness of Dhani OneFreedom services.
Every 7 days, the Meta and Google platforms were refreshed and optimized in order to increase registrations at the lowest possible cost while also ensuring the lowest-performing ads were scaled down.
Videos performed well for us by providing more scale on card applications at a 19% lower cost.
Hindi was the language of choice for our acquisition needs because Hindi assets scaled the most by providing installs and registrations at 25% and 17% lower costs respectively.
RESULTS ACHIEVED
Installs
Registrations
Card Applications
Disbursals
