Summary
Our award-winning campaign aimed to revolutionize loan disbursals, prioritizing users with credit scores of 800 or above. Focused on reducing fraudulent events from an initial 80% to less than 10%, our meticulous strategies involved enhanced tracking, affiliate selection, targeted upper funnel design, and geographic prioritization. Executed with precision on platforms like Google and Facebook, the impact was transformative—an exceptional 1100% ROAS increase, 50% CPRM reduction, 80% CAC decrease, 2.3 times more loans disbursed, 2.5 times.
Challenge
Increase the number of loan disbursals. Target Audience: Users with a high credit score of 800 or above. Primary Key Performance Indicator (KPI): Reduce fraudulent events throughout the entire funnel. Initial Fraudulent Event Rate: 80% Targeted Fraudulent Event Rate: Less than 10% Significance of KPI: Ensures a secure and trustworthy loan disbursement process. Benefits for both the lending institution and the borrowers. This campaign is strategically designed to not only boost loan disbursals but also ensure that the process is conducted with a high level of integrity and security. This is accomplished by targeting users with excellent credit scores and implementing measures to significantly reduce fraudulent activities. The success of the campaign will be measured by achieving a fraudulent event rate of less than 10%, a substantial improvement from the initial rate of 80%.
Objective
Elevating Loan Disbursals with Integrity and Security: The primary objective of the campaign was to boost loan disbursals, focusing on individuals with a credit score of 800 or above. The paramount goal was to decrease fraudulent events from an initial rate of 80% to less than 10%, ensuring a secure and trustworthy loan disbursement process. This objective not only benefits the lending institution but also instills confidence in borrowers. Strategies Deployed: A Comprehensive Approach The campaign strategically employed enhanced tracking capabilities, meticulous affiliate selection, targeted upper funnel design, geographic prioritization, continuous funnel optimization, and a tailored approach to affiliate engagement. This detailed strategy aimed to maximize the effectiveness of the campaign through a structured and iterative process. Execution Phase: Precision and Optimization The execution: Improving tracking capabilities through Appsflyer integration, utilizing platforms like Google and Facebook, selecting affiliates through rigorous testing, optimizing conversion rates, and continuous monitoring and adjustment of the campaign. The detailed execution plan ensured seamless onboarding and running of affiliate campaigns, targeting major platforms, and implementing strategies for both upper and bottom funnel stages. Remarkable result: 1100% increase in ROAS 50% reduction in CPRM 80% decrease in CAC 2.3 times more loans disbursed than the initial target.
Strategy
Strategical Approach: Enabling Better Tracking Capabilities: Integrated Appsflyer with the Payme app. Integrated data extracted from Facebook, Google, and affiliates for comprehensive tracking. Affiliate Composition and Selection: Carefully selected affiliates based on rigorous testing against various parameter. Upper Funnel Design for Google & Facebook: Developed the initial phase of the funnel to attract and engage the target audience. Implemented remarketing campaigns to re-engage users who had previously interacted with the app. Geographic Targeting Prioritization: Identified top-performing geographies and categorized them as priority 1, priority 2, and priority 3 cities. Tailored bids, messaging, and optimizations according to these categorizations. Funnel Iterations and Upgrades: Implemented multiple rounds of refinement and enhancements at different stages of the funnel to improve performance. Affiliate Engagement Strategy: Devised a strategic approach for affiliate engagements based on observed requirements and performance metrics of the funnels. Executional approach: Initiating with enhanced tracking capabilities, Appsflyer integration and event database upload facilitated seamless onboarding and affiliate campaign management. The campaign strategically targeted major platforms—Google, Facebook, and diverse affiliates. A meticulous affiliate selection process involved rigorous testing, with a handful chosen for long-term collaboration. The upper funnel on Google and Facebook aimed at engaging early-stage customers, supplemented by remarketing campaigns. Introducing new bottom funnel events optimized conversion rates, continuously monitored and adjusted for efficient resource allocation. This comprehensive strategy aimed to guide users precisely through the entire funnel, maximizing conversion rates on platforms like Google and Facebook through sophisticated tracking and event optimization techniques.
Data
Innovation: The approach involved enabling better tracking capabilities for the campaign. We integrated Appsflyer with the Payme app and integrated it with the data extracted from Facebook, Google, and the affiliates. Several iterations and upgrades were introduced at different funnels. The affiliate engagements were strategized as per the observed requirements and performance of the funnels. While designing the upper funnel for Google & Facebook, we remarketed the campaigns to reach out to the target audience. After the initial phase of implementation, we identified the top geographics and categorized them as priority 1, priority 2, and priority 3 cities. The bids, messaging, and optimizations were tailored as per these categorizations. We curated a composition of affiliates that were selected based on several tested parameters.
Solution
Results
Impactful Results: -1100% ROAS Increase: Return on Advertising Spend (ROAS) saw a remarkable surge, registering an astonishing growth of 1100%. -CPRM Reduction to 50%: Cost per Revenue-Making (CPRM) was meticulously optimized, achieving a noteworthy reduction to an impressive 50%. -80% Decrease in Customer Acquisition Cost (CAC): The Customer Acquisition Cost (CAC) underwent a substantial reduction, plummeting by a substantial 80%. -2.3x Loans Disbursed vs Target of 1.5x: The loans disbursed exceeded the initial target by an impressive 2.3 times, surpassing the projected goal of 1.5 times. -New User Transaction Value Increased by 2.5x: New users acquired through the strategy exhibited a remarkable surge in transaction value, soaring to 2.5 times the previous benchmark. -3-4x Efficiency in Disbursal Rate Compared to Industry Standards: The disbursal process demonstrated a striking efficiency, surpassing industry standards by an impressive 3 to 4 times. -120% Increase in Annual Growth Rate Compared to Previous Year: The annual growth rate exhibited an outstanding surge, recording an extraordinary increase of 120% compared to the previous year.
