Launching India’s first peer-to-peer lending & investing fintech brand. Starring Hardik Pandya. And a rap song.
Background
Lendenclub, a recently funded fintech startup, had been active for a few years, and now really wanted to launch big.
The Task
Launch the brand and product promise of Lendenclub - a P2P lending and investment platform in a way that makes the audience aware of both the brand and the category.
The Challenge
P2P being a new non-traditional investment category, that needed to pique audience’s curiosity first, more than anything else. The communication also needed some credible entity backing it, as trust is a big issue in the space.
Insight
Times are changing and in many aspects, of life, the old methods don’t work well anymore, especially when it comes to fields like tech, finance, investments, etc. Uncertain times call for bold moves. Fortune favours the bold, as the Latin saying goes.
Our Approach
Find a mascot whose ethos blended in well with the brand ethos of being the bold new player in the investment space, whose non-traditional choices have worked well for the person in keeping with the contemporary, changing times. We thought a credible sports person would do the job well, someone whose offbeat choices resonate with the brand itself being an offbeat but effective choice for new age investors.
Results
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LenDenClub drives 921% search lift (21% uplift in organic installs), best-in-class CTR at a high frequency of 5.3 using VRC + target frequency in Google App Academy
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26% views of total pop in YouTube
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Highest CTR in the fintech category
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Search vol LDC 951%
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10x brand growth
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1,00,000 visits to website
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P2P more than 300 keywords in Google
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5.3% increase in frequency.
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260% increase in sign ups.
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55% increase in investor count.
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59% increase in investment amount.
