Driving 3X FPONext App Installs and higher social engagement for Samunnati Agri Innovation Labs with CI 360 Degrees
Client
Samunnati Agri Innovation Labs Pvt Ltd
Product in scope: FPONext, a mobile app designed to support the day-to-day operations and growth of Farmer Producer Organisations (FPOs).
Partner
CI 360 Degrees (CI360)
An integrated marketing firm with strong execution expertise across rural and semi-urban audiences, vernacular content, and performance-led campaigns.
Executive Summary
Samunnati onboarded CI360 in October’25 with two clear objectives:
- Increase brand awareness and engagement across digital channels
- Increase FPONext app installs
CI360 responded with a customer-first strategy anchored in deep audience understanding. By meeting FPOs on ground, mapping their needs to relevant app features, and translating those benefits into channel-specific vernacular communication, CI360 helped Samunnati achieve 3X growth in FPONext app installs while simultaneously improving social media engagement through sharper storytelling, human-centric creatives, and the right mix of organic and paid activity.
The Challenge
FPOs operate in high-variability environments where decisions depend on timing, trust, and local context. While FPONext had strong utility, Samunnati’s marketing needed to address three core realities:
- Trust and relevance matter more than generic product messaging
- Language, tone, and format drive comprehension and adoption
- Different channels require different narratives, especially for semi-urban and rural audiences
The ask was not simply “run campaigns.” It was to build a marketing engine rooted in real FPO needs and convert that relevance into app adoption.
CI360’s Approach
1) On-ground immersion to sharpen the customer persona
CI360 began by investing in understanding the FPO audience beyond desk research.
- Conducted interactions with FPOs to capture real operational pain points
- Deep-dived into preferred language, geographical spread, and digital behavior
- Identified the jobs-to-be-done that matter most to FPO decision-makers and users
This ensured the strategy was built around the FPO’s context, not assumptions.
2) Mapping needs to FPONext features to define high-conversion messaging
Next, CI360 mapped the highest-frequency FPO needs to the most relevant FPONext capabilities.
This mapping became the foundation for campaign themes that were:
- Specific (feature-to-benefit, not feature lists)
- Practical (linked to daily operations)
- Easy to communicate in vernacular formats
Instead of “download an app,” the message became “solve a real daily problem.”
3) Channel-specific communication for stronger relevance and recall
CI360 adapted language and tonality by platform to match user expectations and content consumption patterns.
- Vernacular-first content for higher relatability
- Human-centric creatives to build trust and reduce adoption friction
- Benefit-led narratives tailored by channel format
This platform-native approach helped content land better and improved engagement quality.
4) Integrated execution: organic engagement + app install performance campaigns
Execution was designed as a full-funnel system, not isolated posts.
- Awareness and engagement content created familiarity and trust
- App install campaigns were then layered with sharper CTAs and benefit hooks
- Audiences were refined using insights gathered during the persona deep dive
- The team identified the most effective channels for installs and doubled down
5) Close collaboration with Samunnati to increase speed and accuracy
The partnership was built as a collaborative loop.
- CI360 brought audience insights, creative strategy, and execution discipline
- Samunnati contributed domain depth, product understanding, and field perspective
- Together, teams refined feature prioritization, campaign narratives, and channel mix
This reduced iteration cycles and improved message accuracy.
What CI360 Delivered
- Customer persona insights grounded in FPO reality
- Feature-to-need campaign mapping across priority functionalities
- Vernacular content strategy and human-centric creative system
- Platform-wise tonality and format guidelines
- Integrated organic + paid execution plan focused on installs and engagement
- Continuous optimisation through learning loops with Samunnati
Results
- 3X increase in FPONext app installs (post onboarding)
- Higher engagement on social media platforms, driven by:
- Channel-customised messaging
- Vernacular content effectiveness
- Human-centric creative approach
- Improved relevance from feature-to-need mapping
Why It Worked
This outcome was driven by a few repeatable principles:
- Start with the user, not the channel: on-ground insights shaped everything
- Translate product into outcomes: features were communicated as daily wins
- Speak the audience’s language: vernacular and tone increased clarity and trust
- Integrate brand + performance: engagement created demand; campaigns captured it
- Operate as one team: collaboration improved speed and execution quality
CI360’s expertise in semi-urban and rural marketing, combined with Samunnati’s product and domain depth, created a high-performing partnership focused on measurable business outcomes. From deeper awareness to stronger engagement, and ultimately 3X app installs, the FPONext growth story demonstrates what happens when insight-led strategy meets disciplined integrated execution.
