Auburn X CI360 Degrees
Background
Upstox, a popular online brokerage platform in the India, was looking to acquire new customers, reduce acquisition costs,
boost ROI, and retention
Challenges
- High Dropout - Longer user journey led to higher dropout ratio during the registration process
- Tracking Issues - Lack of tech and tracking mechanism hindered the campaigns
- Costly Leads – Poor quality of leads and high customer acquisition cost
Solutions
- Utilized a diverse media mix across Google, Facebook, DV360, OEMs, and affiliate marketing
- Shifted from web to app-first with PAN/Aadhar verification
- Implemented step-wise remarketing, boosting account closures
- Implemented in-app tracking and time-bound bidding for costefficient campaigns
- Capitalized on trending events like IPL to boost brand reach and recognition
Outcomes
- Reduced call centre dependency by 70%
- Minimized cross-triggering, resulting in cost savings
- Enhanced user engagement, driving stronger performance campaigns
