FIRSTMONIE MOBILE MONEY CUSTOMER ACQUISITION

Case study

October 21, 2015

First bank leading mobile money service in the country “Firstmonie” ran a customer acquisition campaign on Eskimi. The goal was to acquire and engage customers. Eskimi provided a unique Mobile Money Marketing Platform for this campaign that is based on the data collection platform inside Eskimi.

Eskimi users already provide a lot of information to Eskimi social network and were willing to share this information with Firstmonie. This allowed to simplify the sign-up process. Eskimi collected all KYC (Know Your Customer) information by regulator requirements which included Name, Address, City, Birth date and security question.

The process of the campaign was divided in 3 parts:

  • Acquisition of the customers by collecting key information and passing this information to Firstmonie data bases
  • Mass enrolment into internal banking systems
  • Showing retention notifications to acquired users when they were returning to Eskimi next day

During the 3 months campaign, Eskimi managed to acquire 93’000 unique customers to Firstmonie mobile money service and show 400’000 targeted notifications.

Targeted notifications were structured to help users on their next steps using the service: education how to change PIN, how to fund the wallet, how to make first transaction.

 

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