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For OneCard, the major audience came from Tier 1 cities. DRIM identified the gap in catering to a huge demand for credit products in the rest of India, so they launched an influencer campaign growing Tier 1 cities and untapped tier 2 regions. This involved leveraging regional influencers to create authentic connections. The campaign achieved a 2.9 million reach and delivered 8x the expected results in just three weeks, demonstrating the power of targeted influencer marketing.
OneCard Achieves 99% Authenticity with DRIM's Influencer Campaign: Driving 8X the target!

OneCard: The Credit Card Reimagined

OneCard is a cutting-edge metal credit card designed for the modern, tech-savvy consumer. It focuses on simplicity and transparency to offer a seamless experience for managing credit without the hassle of traditional fees and in style. OneCard stands out with its lifetime-free model, which makes it accessible to everyone. It allows users to earn reward points on every purchase with no expiration dates for redemption. The intuitive OneCard app allows cardholders to track spending, set budgets, and convert purchases into easy EMIs.

OneCard is not just a payment tool—it's a comprehensive financial companion that helps you control your finances while enjoying exclusive rewards and benefits tailored to your lifestyle.

Supercharging OneCard's Marketing Strategy

To effectively reach its target audience and enhance brand visibility, OneCard partnered with DRIM, an innovative influencer marketing agency renowned for its data-driven strategies.

Understanding the growth challenges of OneCard, DRIM proposed a performance-based approach focused on a Cost Per Install (CPI) model to penetrate the untapped market in tier 1 cities and beyond. This strategy ensured that influencers would be compensated based on the actual actions taken by their followers rather than for their content.

By leveraging a diverse network of over 250,000 influencers, DRIM aimed to create authentic connections with potential users, driving measurable results and maximizing the impact of OneCard's marketing efforts.

Top 3 Challenges Addressed by DRIM and OneCard

  • Growth in untapped markets: OneCard is a premier card with a good foothold in tier 1 cities. At DRIM, we found a gap and tried to expand this reach to the top consumers in the tier 1 and 2 cities as well. The aim was to build an even more robust customer base that possess the need for credit products thereby increasing the transacting customer base.
  • Acquisition-Focused Campaign: The primary goal was to shift from top-funnel influencer collaborations to a campaign specifically designed to drive user acquisition for OneCard.
  • Scalable and Measurable Results: The campaign needed to be executed at scale while ensuring measurable results, providing clear insights into the return on investment.

Building the OneCard Influencer Campaign: A Step-by-Step Guide by DRIM

To ensure that our plan aligns with the needs of the OneCard, we drafted a streamlined strategy. Every step was taken care of, from the influencer selection to the content. And guess what - we got results in just 3 weeks. So, here are the steps to follow:

Step 1: Influencer Selection

We analyzed a large pool of potential influencers using our proprietary AI and ML model. This system assessed numerous metrics, such as engagement rates, follower demographics, and previous campaign performances, to select the most suitable candidates.

Of 72 applicants, 22 influencers were chosen for their strong alignment with OneCard's target demographics in Tier 2 cities and their ability to influence consumer behavior.

Step 2: Core Strategy Formulation

A robust strategy was essential for the OneCard influencer campaign to target the right markets and maximize impact. Here's how we formulated our core strategy:

  • Demographic Analysis with AI: We used DRIM Dash's ML features to identify followers with higher household incomes. This approach ensured we targeted users to optimize our marketing efforts from the start.
  • Market Expansion Identification: We recognized a significant opportunity beyond tier-1 cities through data-driven insights, allowing us to tailor our approach to these potential new markets effectively.
  • Vernacular Content Strategy: Understanding the importance of cultural relevance, we onboarded regional influencers to craft vernacular content. This made our messages resonate more authentically and fostered greater engagement.

Step 3: Content Creation and Deployment

In this phase, we focused on creating engaging content highlighting OneCard’s unique offerings while driving user action. Here's how we implemented our content strategies:

Strategic Communications: We crafted clear calls to action, urging the audience to download the OneCard app via links provided by influencers. Our communications strategy was built around educating the audience about the card's features, such as:

  • A lifetime free metal credit card
  • An advanced app that allows users to convert spends and bills to EMIs
  • The ability to earn rewards on all spends
  • A built-in GPS to check offers nearby
  • Access to great offers across many categories

Reel with 131K+ Views and 4.1K+ Likes

Diverse Content Formats: We leveraged tech influencers to create buzz around the theme "the only card you will ever need." This approach highlighted the card's essential features and created a sense of FOMO (Fear of Missing Out) among the audience. The content was designed to showcase the card as an indispensable financial tool, continually optimized based on performance data to maximize engagement.

Reel with 50.8K+ Views and 1.4K+ Likes

Vernacular Engagement: To connect with diverse audiences at a deeper cultural level, we onboarded regional influencers to create vernacular content. This was part of our strategy to test our hypothesis that localized content would resonate more strongly with users from different backgrounds.

Reel with 600k+ Views and 35k+ Likes

Results of OneCard Campaign with DRIM

The OneCard influencer campaign yielded impressive outcomes, as detailed below:

Key Performance Indicators

  • 22 influencers worked on the campaign
  • 37 pieces of content across multiple platforms
  • Reached 2.9 million people, showcasing broad market penetration
  • Over 1.3 Mn unique views gained, indicating wider reach
  • 11K+ installs indicating successful conversion actions

Authenticity and Conversion Metrics

  • High-quality interactions confirmed with a 99% authenticity rate
  • About 70%, showing strong user interest and eligible conversions

DRIM’s X-Factors in Campaign

Leveraging vernacular content and regional influencers to tap into tier 2 and 3 markets, exceeding targets and transforming OneCard's reach beyond premium tier 1 customers.

Project Maestros Behind Grand Success

  • Project Head: Julia Raschesova
  • Senior Scout: Shiksha Thakur
  • Senior Key Account Manager: Yash Dhawan
  • Head of Scouts: Anna Morozova
  • Head of Growth: Anwesha Sarker
  • Sales Head: Sandeep Agarwal

Explore the Potential with DRIM

Interested in seeing how your brand can achieve similar success? Discover how DRIM's expertise in influencer-based performance marketing can elevate your campaign results.

Fill out this form, and we'll contact you to discuss how we can tailor a strategy that fits your unique needs.