Drove the highest monthly active user rate through a strategic “Cashback Golden Hour” campaign during TNEX’s 2-year anniversary.
Company
TNEX
Role
Growth Marketing Specialist
Industry
Fintech
Year
Dec 2021
Status
Ended
Key metrics
MAU Rate: Highest 2021
Payment Active: ↑ Significantly
Overview
Monthly active users and payment active user was TNEX’s key KPIs. To improve this metric, our team proposed to launch an integrated marketing communication campaign during TNEX’s 2-year anniversary. One of the product campaigns was Cashback, aiming to increase users’ transactions and revenue.
My responsibilities
- Propose Cashback scheme, get approval on budget.
- Work with Product team to develop user flow.
- Work with Content team to deploy campaign communication across channels.
Approach
Launched “Cashback Golden Hour” campaign, where users would be notified that transactions would get cashback during specific hours.
I worked closely with Finance and Partnership teams to decide the cashback percentage threshold that was both competitive and profitable.
Then I worked with Product team to come up with a smooth user flow and compelling messaging.
Results
Payment active users has increased significantly.
Achieved the highest monthly active user rate in 2021.