Driving Digital Growth for Bajaj Finance App

➤  Client Background

• Client: Confidential (Bajaj Finance)

• Industry: Financial Services & Consumer Lending

• Target: Salaried professionals in urban India (Tier 1 & Tier 2)

• Product: Personal loans, EMI cards, and credit services via mobile app
    

➤  Problem Statement

• High CAC (₹420+) with limited lead-to-loan conversion

• Broad audience targeting led to unqualified, low intent users

• 32% app uninstall rate within first week of install

• Generic creatives lacked personalization, causing low engagement and ad fatigue

➤   Zantera’s Digital Strategy

    1. Performance Marketing Optimization

• Platform: Meta (Facebook, Instagram), Google Ads (Search + UAC), LinkedIn

• Targeting filters: Income group, interests (luxury, credit cards, financial content), device types (iOS over Android), credit card issuer segmentation

• A/B tested 50+ creatives using emotional triggers (rewards, lifestyle, fear of late payment

 
     2. Landing Page Revamp

• Introduced reward preview carousel

• Added trust badges and app ratings

• Optimized for speed, mobile UX, and intent capture with a sticky CTA

     3. Retention Marketing

• Used push + in-app notifications based on transaction history

• Dynamic reward reminders triggered before bill due date

➤  Budget Breakdown (Before vs After   Zantera)

• The monthly budget for Google UAC campaigns was increased from ₹2.5 Lakhs to ₹4 Lakhs, allowing broader reach and improved bidding strategies.

• Meta ads, including Facebook and Instagram, saw a budget hike from ₹1.5 Lakhs to ₹3.5 Lakhs to fuel performance and engagement.

• LinkedIn advertising was newly introduced with a monthly allocation of ₹75,000, targeting professionals with high purchasing intent.

• Overall, the total monthly advertising budget was scaled up from ₹4 Lakhs to ₹8.25 Lakhs, doubling the investment in digital performance channels.

➤ Campaign Results (60 Days      Comparison)

• The click-through rate (CTR) on Google UAC ads improved significantly, rising from 1.2% before Zantera to 2.9% after campaign optimization.

• Similarly, the CTR for Meta campaigns saw a sharp increase from 0.85% to 2.6%, reflecting enhanced creative engagement and audience targeting.

• The conversion rate from app installs to signups increased from 22% to 41%, indicating better ad-to-app funnel alignment and stronger user intent.

• The cost per acquired user (CAC) was reduced from ₹550 to ₹290, demonstrating higher efficiency in lead acquisition post-strategy implementation.

• The 7-day user retention rate improved from 14% to 26%, suggesting increased app value perception and engagement among new users.

• Finally, the return on ad spend (ROAS) more than doubled, growing from 1.1x to 2.3x, proving the overall profitability and impact of Zantera’s strategy.

• The return on ad spend (ROAS) saw a significant uplift, increasing from 1.1x to 2.3x, clearly reflecting the improved efficiency, profitability, and effectiveness of Zantera’s performance marketing strategy.

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