C H A L L E N G E :
There isn’t a fast, affordable, or reliable way for African importers and exporters to make large payments across borders. Instead, businesses are highly dependent upon the black market. Regulatory hurdles have proven insurmountable, and risk-averse banks have neglected to provide much-needed money transfer services, particularly to smaller Francophone countries. Kappa is a fintech app that was built to solve this, starting in Cameroon.
S T R A T E G Y:
While the product was being built, we sketched out a marketing funnel to understand the customer flow. We used LinkedIn conversation ads and Sales Navigator as a growth lever to reach out to Cameroonians in-country and in the diaspora. We also deployed “tribal” marketing techniques to build relationships with community leaders, providing demos virtually and in-person at local events. With so much pent-up demand for the service, Google Ads proved to be an excellent conversion instrument (at just .30 cents per conversion).
O U T C O M E S:
Within one year’s time, we built the marketing engine that generated more than 10,500 signups prior to go-live. HubSpot serves as the CRM, WhatsApp, and customer service portal, integrated with Sakari for SMS and HelpDocs for onboarding. We also utilized Tabular for email design and Animoto for promotional videos, across both English and French languages. Kappa has achieved market awareness, and is now poised to enter private beta.
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