Project:
Access Bank sought to expand the reach and user base of its PayWithCapture USSD platform, a payment solution designed for seamless transactions without requiring Internet access. The goal was to target underserved demographics, increase platform adoption among new customers, and enhance user retention by showcasing the convenience and reliability of the service. The project aimed to position PayWithCapture as a preferred option for digital banking across Nigeria, particularly in regions where traditional banking methods pose challenges.
Solution:
To achieve these goals, a multi-faceted marketing strategy was implemented:
- USSD Promotion Campaigns: A series of tailored USSD banking promotion campaigns were rolled out to emphasize the platform’s ease of use and reliability. These campaigns leveraged real-life use cases to demonstrate how customers could carry out transactions such as transfers, payments, and airtime purchases seamlessly via PayWithCapture. By addressing pain points specific to the target audience, the campaigns effectively communicated the platform’s value proposition.
- Targeted Digital Advertising: A suite of targeted ads was launched on Google and social media platforms, including Facebook and Instagram. These campaigns utilized advanced audience segmentation to focus on specific user demographics, such as individuals in semi-urban and rural areas who were more likely to benefit from a USSD-based solution. The ads also strategically targeted regions identified as having high growth potential.
- Creative Messaging & Visuals: To maximize engagement, compelling ad copy and visually appealing creatives were developed. The messaging was designed to highlight key benefits such as zero data costs, fast transaction times, and security. Additionally, limited-time offers and promotional incentives were integrated into the campaigns to encourage immediate adoption.
- Cross-Channel Consistency: A consistent message was maintained across digital channels, ensuring that potential users encountered a unified narrative about the simplicity and advantages of using PayWithCapture.
Result:
The comprehensive marketing efforts led to significant success:
- The PayWithCapture platform saw a 20% increase in customer adoption, with many first-time users engaging with the service after exposure to the targeted campaigns.
- User retention metrics improved measurably, as the campaigns not only attracted new customers but also re-engaged existing ones by promoting features and convenience that aligned with their banking needs.
- The promotional efforts reinforced Access Bank’s position as a leader in digital innovation within the banking sector, particularly in providing solutions that address accessibility challenges for diverse demographics.
This project highlighted the power of combining tailored promotional strategies with data-driven targeting to achieve business goals while meeting customer needs.
