User Engagement Organic Campaign
Project Date
November -December 2022
Client
Xend Finance
Industry
Saas, Finance
Service Provided
email marketing, copywriting, social media
Background
Xend Finance has launched many campaigns since its launch, most of which had incentives and made use of influencers to spread the word. However, we had gotten to the customer retention stage and wanted people to use the platform, not because of the promotion but because they loved it.
In that vein, a strictly organic campaign that would encourage people to save became necessary.
Objectives
- Increase customer engagement with the brand.
- Increase customer savings without ads or promotions.
- Gauge how our users will be willing to save if there is no incentive.
My Process
I met with the Head of Growth and created a campaign that our users could relate to and be interested in, even without an incentive. We agreed to create a savings campaign targeted toward the end of the year, and we came up with the “No Sapa January Savings Challenge”. We also came up with a strategy to keep the excitement up throughout the campaign.
The idea was to do something different from what other companies were doing at that time. Many end-of-year’s savings were usually aimed at having a detty December. We decided to make our savings for January, especially since most people spend during the holidays and have nothing in January when bills pile up.
It was a 2-month campaign with no incentives or ads. The campaign was pushed on our platforms without any external help.
Communication channels for the campaign:
- Social media channels: Instagram, Facebook, and Twitter
- Push Notifications
Campaign announcement:
Social media: https://www.instagram.com/p/Ck03kP3qZTz/
Email announcement: https://docs.google.com/document/d/1n3qPvD7Yr1gfpX0EELhLVtowGzzg70bCRBLVtIpLRHc/edit
The Results
With content distributed solely on owned platforms, zero ads, and zero incentives, we noticed a 12% increase in savings compared to the last two months without any active campaign.
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