Simpl is an innovative product that can simplify online shopping by enabling one-click purchases and buy-now pay later however the concept of pay later wasn’t new to the users as there were other brands such as LazyPay, Flipkart, Ola who had introduced their own version of pay later and had gained significant portion of the market share due to their first move advantage.

Due to the presence of established players such as Lazypay, Flipkart, Ola etc within the category, the need for differentiated marketing strategy was critical for the brand’s success. 

We came up with a data driven approach wherein we bucketed audiences based on their usage of credit card which allowed us to come up with a varied content strategy for each type of user based on their usage. Each of our offerings were seamlessly integrated within the communications so as to create brand awareness as well as higher trial ratio.