NUUM. Break the Idea of Traffic for Neobank

NUUM is a neobank and marketplace for gamers from MTS. What is neobank? Not everyone is aware of this term, and bringing such products to the market is an interesting challenge. To begin with, what are the mechanics? The client downloads NUUM app, registers, receives a virtual card and uses it. User also has the opportunity to accumulate a loyalty program point-back and exchange his points: spend them on buying games and add-ons to them, game currency, subscriptions to different services, as well as MTS ecosystem products (Kion online cinema or MTS Premium).

What is the story behind neobank's appearance? Although neobanks as a separate business came into view more than six years ago, there was no platform for a gaming segment before. In August 2021, NUUM was looking for an agency they could trust, so they chose the AdChampagne team. One of the main requirements for a partner was the experience with TikTok campaigns - AdChampagne had already run into different advertising campaigns with this platform.

Nowadays every third case is closely related to TikTok. Over the past three years, this platform has been actively growing, and also the audience, which is expanding in terms of demographics and social changes. If in the beginning TikTok was perceived as a social network for very young users, now, according to TikTok's internal data, you can most often find people between the ages of 25 and 34 here.

Moreover, 90% of them spend an average of 52 minutes a day on this app. So there will be different users on the platform: from office workers to video game lovers. AdChampagne has already collaborated with the banking segment and has expertise in launching fintech products. That's why the team suggests techniques that allow getting high-quality leads.

While working with TikTok, the AdChampagne team came to the conclusion that the standard approach - just showing a new product attractively - doesn't work here. Any interaction between the brand and the audience must evoke emotions. Video creations adapted for game audiences have become the most appropriate format to draw user's attention to NUUM, to motivate them to learn what neobank is, and to sign up for the card.

Examples of video creatives

Examples of video creatives

During creative strategy development, the AdChampagne team decided to build on the key advantages of the NUUM card:

• — high pointback;
• — discounts on items;
• — the presence of unique game items that can be purchased inside the application for bonuses.

Moreover, some of these items are archived, which was appreciated by gamers themselves. As an addition, classical texts were used with a call to action and indication of the final benefit that the user will receive. For example: "Apply for a NUUM card and pick up game items with a discount of up to 50% - save money on the games you play!".

Promotional campaign with Wargaming

We offer new users popular bonus sets and in-game items that could only be purchased through the NUUM app. More than 100 different materials were created with an emphasis on cyberpunk elements. New creatives almost immediately began to "go viral" with TikTok algorithms and get into recommendations. Users began to invent their own interpretations and publish collaborative videos.

At the end of August 2021, the NUUM app made it to the TOP-5 on Google Play. Although young audiences often make decisions about downloading the app impulsively and, subsequently, quickly stop using it, the degree of engagement is still at a high level. This proves that the segments for targeting were chosen correctly.

In the process, the client had a desire to test additional traffic sources and attract new users: in September, we decided to connect Google Play, Facebook and myTarget.

Results

From the first contact with the client to the first results, only 14 days passed: in August, 10 000 new cards were issued in two weeks, and the number of app downloads increased to 100 000.

Almost any business can find its audience in TikTok, the main thing is to choose an effective strategy for the brand that is in tune with its goals and mission. The right choice of segments, production and creative approach led to the fact that all the set KPIs were exceeded.