How did we run the ABCD campaign?
Here at GenZdealZ ai we had signed up for the downloads and the total engagement the app will get in the given period
Here ABCD campaign was started with the psychology:
– To remove the existing UPI players and gain a good mindshare of students as a Indian based all-in-one UPI
– To understand what India’s GenZ manage finance and curate the future products accidentally
– To know the consumption pattern and check whether any UPI player will survive in this competitive space.
The engagement was defined as app download, UPI registration and transaction of minimum 150
Here the target audience: students
Region pan-India focus and any offline space GenZ would interact at
Main challenges we faced:
– real-time transaction tracking
– contract with multiple partnerships
– non-responsive students and integration issues
Why does the target achievement take more than 4 months to achieve?
A) ABCD is a trusted brand and having that kinda all in one UPI app helps the students in their personal finance too:
– credit tracking
– fund tracking
– insurance diversity
– financial literacy education
– more sections yet to add
So while promoting the app students had the awareness for the brand and was willing to engage
B) As told above students were keen to engage, however when it comes to banking activities many feels it’s a scam and refrain from following the lengthy process of registration and receiving the cashback
C) Students exam and offline mobilization. For quick mobilization we had chosen the following areas:
– Campus canteen to paste the QR and have a volunteer to push students pay via QR after download ABCD app
– College fest was another destination to allocate a point based system which was installed by one Mumbai University campus where commissions wer given as per their activities
What move did ABCD make in the November end?
ABCD announced that the downloads via the partner will stop for a month and partners won’t see the affiliate dashboard, this was done for the following reasons:
– To see the activities and retention time of students without any external push
– To see the students behaviour and on which brands or vertical they use the most
– To analyse the pattern in the transaction frequency and for which students willing to spend the most