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INDUSTRY

FinTech Industry

SERVICE

Digital Media Planning & Buying
Video Creation & Marketing
Influencer Marketing
Branding & Identity
Performance Marketing

INDUSTRY

FinTech Industry

SERVICE

Digital Media Planning & Buying
Video Creation & Marketing
Influencer Marketing
Branding & Identity
Performance Marketing

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CAMPAIGN OBJECTIVE

The key marketing objective is to own the industry by making all Indian passport holders own the Niyo Global card & make it their travel companion. Therefore we are targeting every passport holder and traveller to get onboard as a niyo global card user. Increase MoM account open and card ordered numbers at reduced CAC through paid efforts via various channels.

EXECUTION

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Understanding the consumer:

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Few verbal interviews with consumers were taken to understand their experiences and the kind of features they are inclined towards and build communication accordingly.

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Creative and communication:

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Leveraging macro influencers and creating performance videos that helped reduce CACs and scale the campaigns 2x.

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Being a travel centric card, worked on a calendar which puts down an extensive journey of Indian travellers visiting specific countries in a particular country. Likewise, for students planning to go abroad for education and the specific countries they are going to visit.

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Creative experiment to leverage various trending formats like - Reels and motion graphic videos to scale performance marketing.

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Facebook:

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Rigorous new user acquisitions were done through Automated App Ads (AAA) optimised for relevant app events and targeted travellers and students cohorts in PAN India in English language.

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Gradually shifting the optimizations to deeper in the app funnel to aid conversions relevant for the business objective by in app event specific campaigns.

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At any funnel level, where we were remarketing the audience with personalised communication to bring them back to the funnel.

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Targeting relevant audiences through several lookalikes of high intent audiences, specific interest, and personalised communication.

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Robust remarketing strategy reaching out to the audiences who have shown interest towards our landing page, viewed our content/ads in the last 30D and communication to drive in-app events and strengthen the funnel.

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Twitter:

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Follower campaigns were run by primarily focusing on tweet based ads which helped us to increase follower engagement and create brand recall on twitter.

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Google:

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We started the campaigns with the upper funnel events by which we allowed the machine to learn.

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In 2nd month, started optimising the campaign for CAC as the first month’s learning helped us to bring down the CAC within the target.

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From 3rd Month, We leveraged the UACe campaigns by targeting the users specifically who did not convert in the last 90 days, which helped us to reduce the CAC by 60% lesser than UAC campaigns.

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Affiliates:

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We targeted the ad networks with 21 - 34 age group audience and publishers with high Gen Z engaging content and similar to travel websites, travel blogs, student abroad education related forums and blogs, high vacation trip related pages mostly content with trips to europe.

CREATIVE ASSETS

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RESULTS

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2M+

App
Installs

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38X

Increase in Account Open

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70X

Increase in Card ordered

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2X

Increase in Account open to Card ordered convert rates

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2.5X

Decrease in Cost Per Account Open

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5X

Decrease in Cost Per Card Ordered

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