ABOUT THE COMPANY & CHALLENGE


ABOUT THE COMPANY & CHALLENGE


Rang De is India's only social peer-to-peer lending platform through which individuals can become social investors and invest in other individuals from low-income households helping them build sustainable livelihoods. In 2019, when Rang De transitioned from a charitable trust to an NBFC, it lost thousands of investors. This created an urgency for them to find new users who would not only be introduced to the fairly new concept of social investing but would also continue as social investors once onboarded, as their membership was the revenue source for the company.

THE RESULTS


THE RESULTS


Reduced CAC by 90%

2X Investors in a month

EXECUTION STRATEGY


EXECUTION STRATEGY


We started the process by deep diving into the core purpose of their business which helped us understand their target market. After the transition from a donation site to an investment platform, the user persona was drastically changed. With in depth research and brainstorming, we were able to accurately double down on Rang De’s user persona.

The second step was to identify the channels where we could reach our target audience within a limited time frame and marketing budget. Our strategy to have multivariate communication and creative designs across multiple channels helped us reach our target audience while lowering the cost per acquisition.

The biggest learning through performance analysis was that the same audience reacted to the same messaging differently on different platforms. While it was easier to connect with our target audience on Facebook, given the huge real estate the platform owns, Google faced a rather tough time because of its limited asset inventory which restricted us while trying to explain the concept through our storyline. This was when we decided to shift the majority of our marketing spends into Facebook, the channel that was giving us excellent ROAS. This led to a boost in the number of daily investors, as we pumped in more budgets and reached more people.

To conclude the case story in a single statement: Multivariate communication and design along with proper analysis on the user persona helped us bring down the CAC from Rs 3500 to only Rs 250!

CLIENT TESTIMONIAL Customer acquisition cost decreased significantly, and the campaigns employ excellent creative assets that are positioned well. The positive partnership was fostered by Growth Hackers Digital’s practical, solution-oriented workflow. They were deeply invested in meeting the outlined expectations. Chandni Sawlani | Engagement Manager – Rang De

SERVICES DEPLOYED


SERVICES DEPLOYED


REVENUE BOOST

USER ACQUISITION

DIGITAL STRATEGY

CONTACT US

CONTACT US