Overview

Performing targeted user acquisition matching a specific credit score rating for CRED

The Story

Brand and Business Context

Wirality was tasked with increasing the number of users on the CRED app matching the profile of a typical CRED member. CRED is a platform that rewards users with CRED coins for paying their credit card bills. These coins can be redeemed for exclusive rewards. However, only users with a credit score of 750 and above are allowed access to the platform. The challenge of this project was that the primary success metric wasn't the cost of acquiring a customer but rather the credit score of the user acquired. The main objective was to have a higher rate of approvals to install the app compared to other agencies working on the project.

The Goal

1. Acquire users who have a predefined credit score

2. Acquire users at a predefined CAC

3. Acquire from a specific Custom Audience only

The Solution

We identified cities with the best credit card distribution and penetration to identify the biggest markets. We also studied Tier 2 cities where credit card usage was having the highest growth along with the categories and sectors where there was tremendous growth and repeat usage. Having done the research, we came up with creatives showcasing different brand features that we used to acquire customers.

The Results

3X

more users acquired than
the target specified

20%

increase in CTR

100+

creative adaptations utilized