Drive app installs and new customers for Southeast Asia’s most innovative banking app.
Founded in Singapore, SOCASH is an innovative banking app that turns shops, cafes, and grocery stores into digital ATMs. The app provides a more secure way to get cash out using QR code scanning via a user’s phone. The app allows its users to enjoy low transaction fees and redeem rewards and promos such as free tickets, shopping discounts, and more.
The priority.
As the new banking app in town, there were two main challenges for SOCASH. The first was to increase the amount of app installs while keeping the CPI (cost per install) within the target budget. The second was to encourage people who have installed the app to create an account and make their first cash withdrawal. The admiral.digital team were tasked with creating a performance marketing and marketing automation strategy to achieve those goals.
At the same time, an end-to-end tracking infrastructure using Appsflyer was required.
The work.
The admiral.digital team approached the challenge by first mapping out the customer journey funnel. With the marketing funnel in mind and clear KPIs set, we created a number of creative designs based on user personas and key brand USPs. Each ad set was then adapted into multiple formats for different channels in order to reach targeted audiences with daily optimisation ensuring performance marketing campaigns were delivering desired results.
Mobile marketing automation campaigns were set up to support the paid media efforts. The down-the-funnel setup was a combination of a mobile CRM solution together with traditional email marketing mainly focusing on turning installs into first time customers.
The result.
We established more than five campaigns with customised creative for different user journeys and personas. Performance marketing and Google UAC campaigns delivered:
- More than 6,000 app sign-ups in less than four months, while maintaining the target cost per install.
- Up to 25% increase in transactions during the same period.
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