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Launched in 2019, INDmoney, a Super Finance App, has rapidly captured the interest of 5 million users with its comprehensive suite of services. It's more than just an app; it's a one-stop solution for saving, planning, and investing for your entire family. The application's popularity has skyrocketed due to its groundbreaking features such as the ability to invest in US stocks, avail Neo banking services, manage deposits, and track and manage one's finances.
The primary goal of the campaign was to raise product awareness. Specifically, INDmoney wanted to highlight its unique selling proposition (USP): the ability for users in India to purchase American stocks.
INDmoney wanted influencers in categories of finance, personal finance, the stock market, and cryptocurrency, and with a follower count ranging between 500K to just under 1 million.
INDmoney needed vernacular profiles and noted that there was a dearth of creators focusing on market analysis and finance within these profiles. The brand wanted good engagement but found that only a few profiles were responsive after the initial screening. The brand had previously carried out influencer marketing campaigns, but they encountered a significant issue of duplication in this particular case.
To overcome these challenges, Wobb adopted a hands-on approach. They personally checked YouTube channels and conducted keyword searches using Wobb’s Influencer Discovery to verify if those channels had previously partnered with INDmoney. This approach helped ensure that they were reaching out to new audiences, thereby minimising duplication.
Using the search feature, INDmoney was able to filter out influencers from finance, stock market and cryptocurrency categories. By utilising the language and audience filters, Wobb helped INDmoney target vernacular audiences that these influencers catered to..
The campaign was rolled out on YouTube through integrated videos, spanning a duration of 1.5 months.
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