The Mobile Wallet or TMW, a bold new entrant into India’s booming fintech sector was looking for mobile app marketing for their multi-functional personal mobile wallet app and corporate employee benefits solution. Positioned as the SmartSpend account, it aims to replace the wallets of users by encouraging day-to-day spends via the app, rewarding users with cashbacks, offers and a lot more. Beyond this, tmw also offered features including a physical MasterCard powered smart payment card, gold investments, meal vouchers, employee expense management & reimbursements, offers & discounts. The client reached out to nudg to help acclerate their marketing efforts across channels.
From driving positive brand sentiment to 360º engagement, nudg helped the brand grow manifold in just weeks
Since tmw was in its early growth stages, nudg team with the founder & investors on key growth objectives
We tracked ARPU, DAU, CAC and other key metrics and used segmentation to drive positive app growth outcomes
To harness India’s cricket obsession into a powerful app growth marketing opportunity, the leadership and nudg marketing team decided to tap into the 2018 Edition of the IPL. However, the Indian Premier League is also by far one of the most expensive annual properties available to brands. Since the brand had limited budgets, we decided to run a campaign parallel to the IPL with the hopes of attracting some brand recall.
The idea? Tweet to tmw each time a wicket fell, and with each match, users could win up to ₹1,00,000 ($2000)! With over 20 matches and hundreds of Millions of Indians tuning in, the campaign was an underdog in comparison to brands who had invested over 10x the campaign budget. The multi-channel campaign exploded across social media. It was an instant hit with millions reached and the brand grew all key metrics manifold.
To sharply deliver the communication, nudg developed a concept, script, storyboard, produced, and launched the ad-film in under a week — just in time for the IPL Season. Working with the experienced production team at Citoc Motion Pictures, who solved all other key aspects of the film production. The casting, the studio location, production, sound-editing and post-production was smoothly executed to meet the short deadline. Additionally, the nudg media planning and buying team also targeted the ad to key audiences. Who were identified across Facebook & YouTube to reach millions of users. Finally, here’s a preview of the film storyboard used for the film and some backstage snapshots from the shoot.
Since the brand held great appeal for millennial and Gen Z audiences, social media was identified as a key marketing channel. Firstly, the nudg digital marketing team developed a new look for the brand. Followed by a category based communication strategy which focused on the brands key marketing strategy objectives. Finally, the team planned, produced and engaged the brands target audiences across key social networks including Facebook, Instagram, Twitter and YouTube.
Overall outcomes of the strategy saw brand awareness and recall grow exponentially. Direct impact was also seen with increased registrations, transactions and retention. Additional parameters like Daily Active Users (DAU), Average Session Durations, Transaction Rates, and Average Revenue Per User (ARPU) were also closely tracked and monitored.
Social media marketing soon became a powerful new channel.
Marketing of financial services on digital has high-impact and yeild quick outcomes. Since modern users use online channels to research key alternatives, sharing key information about offerings clearly helps drive conversions. When the brand launched Gold investments in-app, nudg marketing team developed a smart growth strategy. This included generating buzz before the launch, sharing benefits clearly and consistently, and demonstrating trust using various tactics.
The Indian Premier League (IPL) sees the country’s top brands compete hard for share of voice. The nudg team setup a special agency team who exclusively focused on running this campaign. This included a lead account manager, senior graphic designer, copywriter, and a junior motion designer. Additional support came from the technology team, design, creative director, art directors and key agency and brand marketing teams. During the campaign, this team reached millions of users during each match which led to brand mentions growing 100x during the campaign. On most days, the campaign also surpassed leading national brands and often went viral on various social platforms. The campaign was a key milestone in the mobile app marketing objectives for the brand.
As a fintech app, a key focus for growth was to drive more in-app transactions. A key strategy was to achieve this was to tie-up with hundreds of popular brands and offer discounts or offers on using the wallet for payments. However, the challenge was that many other brands also used this same approach. To bypass this, the agency team created a powerful visual narrative format to help the brand offers pop-out over the clutter and attract more users. As a result of this and various other social media innovations, users were able to quickly browse and discover offers easily anytime they needed them.
Email marketing was a key low-cost and high-yeild channel for the brand. Apart from improving the transactional messaging, nudg also helped design and code responsive, intelligent emailers. This was used to communicate with key consumer segments at different points in their customer lifecyles. Additionally, nudg also used its in-house Email Marketing Service to schedule and manage lists and messaging.
TMW as a brand has seen significant improvement in key metrics since nudg ran marketing and creatives. The brand marketing team still attributes the brands highest achievements to have followed after nudg was brought on board as the agency on record for the brand.
837%
Twitter Followers
Organic growth in Twitter followers during the campaign in just the first few weeks after the campaign commenced.
3.8M
Launch Reach
The initial launch saw just under 4 Million users reached on on social media. This was further amplifed by other channels.
62K%
Brand Engagements
Viral tactics embedded into the campaign drove a 123,653% increase in engagements on Twitter, and on social.
2M
Views in 24 Hours
The ad-film was promoted to cross 2 Million views across YouTube, Facebook and Instagram in just 24 hours.
The overall mobile app marketing tactics used for tmw also drew from additional services offered by nudg. After a mult-agency pitch, the founder and marketing team identified nudg as the best digital marketing agency for the job. A key advantage for the brand was that nudg was a full-service agency which also offered the following key services for the brand.
