Reduced CAC from ₹12,000 to ₹1,470 (88%) by restructuring spend, fixing product messaging, and adding a lifecycle nurture layer, while launching a product category that had lived offline.

Campaign Objective

• Goal: Acquire new customers for Mirae Asset's Loan Against Mutual Funds (LAMF) by making the 15-minute, fully-digital disbursal the hero, liquidity without selling mutual fund units. Success measured on CAC, conversion rate (CVR), ad CTR, and organic search traffic.
• Target Audience: Investors holding mutual funds who need short-term liquidity without liquidating their portfolios. This audience values fast digital solutions and retaining long-term gains.
• KPIs: Tracked metrics like Customer Acquisition Cost (CAC), Conversion Rate (CVR), Click-Through Rate (CTR) on ads, and organic search traffic. These helped measure efficiency of spend and content engagement.

Market & Competitor Analysis

• Market Pain Points: Traditional LAMF services were slow and offline-heavy. ET notes that earlier processes required multiple branch visits and days of waiting. Modern fintech solutions now offer fully app-based overdrafts in ~15 minutes

Competitor Landscape:

• SBI (State Bank of India): Digital LAMF loans “Sanctioned in less than 10 minutes”at about 11.15% p.a. (250 bps above 1Y MCLR)
• ICICI Bank: Interest rates around 10.5–11.5% p.a. on LAMF.
• Bajaj Finserv: LAMF rates ranging 8–15% p.a.
• Fintech (e.g., Volt Money): App-based LAMF with credit line in ~5 minutes and rates starting ~9%.
• Industry Note: Overall, the digital LAMF market now processes loans in minutes (versus days previously) at competitive rates

Campaign Strategy

Campaign Funnel: Build broad awareness of the 15-minute-loan USP, educate with targeted content, then convert high-intent queries. Top-funnel ads introduced the offer, mid-funnel blogs/FAQs answered objections, and bottom-funnel search ads captured application intent.

Channels & budget: Facebook (60%) for upper-funnel reach, Google Search (30%) on intent keywords like “loan against mutual funds,” and ~10% to Email/SMS remarketing. Creative led with “instant liquidity, keep your MF intact” and the flexible interest model (charged only on days used).

Timeline & Daily Management

• Key Dates: Onboarded late Aug 2023; planning and asset creation through October; campaign launched Nov 23, 2023, with SEO/organic layered in from December.
• Tools & Tracking: Used Google Analytics 4 (GA4) and AppsFlyer for cross-channel attribution. We set up daily MIS (management) dashboards to monitor spend, clicks, leads, and cost metrics in real time.
• Workflow: Mapped key events (e.g. lead form submission, app install) in GA4. Held daily stand-ups to review performance; weekly deep-dives to adjust bids/creative. A/B tests on messaging and CTA were run continuously to optimize ROI.

What Went Wrong

Messaging & Creative: Initially, some ad copy didn’t fully resonate, for example, users clicked but didn’t convert, indicating our headline was too generic. Our display banners underperformed (very low CTR). Also, at some point, people just noticed “Loan” but didn't understand the part that it’s a secured loan, unlike an unsecured personal loan. This resulted in a high CAC in the first weeks, signalling inefficient spend. Retention: We also saw weaker-than-expected follow-up: many leads who expressed interest did not complete the application, suggesting we lacked strong reminder sequences.

Fixes: We immediately refined messaging to focus on user pain (e.g. “Want to generate liquidity without selling your investments? ") and refreshed creative designs. Underperforming display ads were paused. We then launched automated Email/SMS nurture campaigns to re-engage bounced or incomplete leads. These updates boosted campaign efficiency and downstream conversions.

Campaign Breakdown

• CAC Improvement: • CAC: ₹12,000 → ₹1,470 (88% reduction) through spend restructuring, messaging fixes, and lifecycle nurture.
• Conversion Rate: Overall conversion rate improved from 8% to 12% as targeting and copy were refined.
• Channel Performance:Google Search became the strongest driver of qualified leads (higher CVR); Facebook delivered volume at lower cost. Remarketing recovered an estimated 20–25% of drop-off leads into completed applications.
• Lead Quality: Eligibility-qualified lead volume roughly doubled (~2×) after targeting and messaging refinements.

Conclusion

A cold, offline category was turned into a repeatable digital acquisition channel: CAC fell 88%, lead quality and conversion rose, and the reusable assets landing pages, FAQs, creative templates, and nurture workflows became the playbook for the next launches (LAS and Personal Loan).