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Overview:

A leading fintech payments platform is looking for a performance marketing agency to launch regionally tailored campaigns focused on driving high-intent app installs that lead to first transactions.

Geographic Focus:

This campaign is part of a phased rollout targeting high-potential cities with strong digital adoption:

• Metro & Urban Focus: Bangalore, Hyderabad, Chennai, Mumbai, Pune, Kolkata, Ahmedabad
• High-Growth Tier 2: Kochi, Visakhapatnam, Patna, Aurangabad, Gorakhpur
• State-Wide Penetration: Andhra Pradesh, Telangana

Target Audience:

• 18–45 y/o mobile-first users with digital payment familiarity
• College-goers, early jobbers, gig workers, salaried individuals
• Fluent in regional language content (Telugu, Tamil, Kannada, Malayalam, Hindi)
• Primary phone: Android, 4G+, low to mid-cost segment

Platform Mix:‍

Full-funnel performance media approach covering:

• Meta (Facebook/Instagram) – hyperlocal ad sets with language-led creative
• Google UAC – install campaigns optimized for “first open + transaction”
• YouTube – bumper + skippable ads with regional face/content
• Regional platforms – ShareChat, Moj, DailyHunt, Josh
• Programmatic display – App download inventory on high-traffic regional sites

Key Metrics To Drive:

• CPI (Cost per Install): Must be optimized in context of downstream conversion
• CPT (Cost per Transaction): Primary performance metric
• CVR from install to first transaction (focus on reducing drop-offs post install)
• Platform-specific engagement metrics (CTR, VTR, etc.) will support optimization but are not final KPIs

Creative Strategy Requirements:

• Build a creative matrix aligned to personas, languages, and platforms
• Mix of static banners, short-form videos (15s/30s), reels, and dynamic formats
• All creative must lead with local culture: tone, slang, timing (festivals/local events)

Timeline:

• Plan Submission: Within 3 working days from brief
• Creative Share: Regional samples (min. 2 per geo) with preview links

Agency Deliverables:

• Performance media plan with clear KPI mapping per platform
• Audience targeting and regional segmentation approach
• Creative strategy doc (what formats, who’s featured, why it works)
• Reporting template + optimization cadence
• Cost estimates and KPI benchmarks by geography

Agency Requirements:‍

• Based in South India
• Proven expertise in performance marketing & CAC optimization