The problem
One of our major struggles at Wildcard was settling on a clear value proposition. For months we were running generic "Get Early Access" ads with a corresponding landing page. Whilst sufficient for Innovators (who'd sign up for any neobank they could get their hands on), we knew we had to do something truly unique and special to attract Early Adopters.
The solution
After experimenting with different messaging, we settled on a target audience who shared a common problem: impulse spending all of their money within days of getting paid. The idea was that Wildcard could help them spread out their spending, by giving them a portion of their pay at a time.
As an experiment, I created the following Facebook ad telling that Pay Cycle story. And the impact was immediate.
Within days, hundreds of people had tagged their friends with comments like "you need this" or "this is the best thing since the Internet". We made our debut on the top 200 Finance apps, at #109.
This inspired us to tell the "Get paid every day" story at every touchpoint of the customer journey.
What I did
My main role for this project was copywriting. From the ads, to the marketing website, to the app itself, I worked with our designer and iOS developer to make sure everything a user read was consistent, clear, and compelling.
At the same time, I ran a few ad variations on Facebook and Instagram to test different variables (like copy, visuals and audience segments) and drive traffic to the website. You can find out which angles performed best here.
The results
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Website conversion rate increased from 14.6% to 19.2% within a month
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average CPA of $2.89 per app download
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The percentage of users funding their accounts doubled (partly due to the addition of Stripe to enable instant funding via bank card or Apple Pay)
Note: unfortunately, Wildcard shut down in 2020 due to the impacts of COVID-19. However, I'm very proud of what my team and I achieved.