Rang De - Case Study - Growth Hackers

Rang de CASE STUDY

Our brainstorming sessions start with us getting into the shoes of our clients. For us, we are them and they are us. It’s one and the same and that makes all the difference.

INTRODUCTION

ABOUT

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.

Add Your Heading Text Here

CHALLENGE

In 2019, when Rang De transitioned from a charitable trust to an NBFC, it lost thousands of investors.

GOAL

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.

Add Your Heading Text Here

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.

1. We began with a thorough audit to uncover issues affecting the blog’s search performance. The next steps involve repurposing existing content and creating new, relevant pieces. Initially, we’ll focus on low-competition topics to build authority before tackling high-volume, competitive ones.

2. Post the SEO audit and fixes, our team collaborated closely with Decathlon’s Content team. During our content audit, we found that much of the existing content was tailored for the European audience and needed adjustments to align with the Indian market.

3. Next, we delved into keyword and topic research to pinpoint the content Decathlon should create for an immediate traffic boost. We discovered numerous monthly topics that significantly increased their traffic.

Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.

CONCLUSION

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!

SERVICES DEPLOYED

Revenue Boost

User Acquisition

Digital Strategy

Testimonials that make us cartwheel with joy

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

Lets Talk!

Get in touch with us and let’s make magic happen!