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The launch of walletii in Oman marked a milestone in fintech marketing, showcasing innovation through a strategic pre-launch testing process, the pioneering use of UGC in fintech for Oman, and the deployment of a cutting-edge Martech ecosystem to optimize ROI. With 72 creative variations tested, walletii’s pre-launch campaign determined the best combinations of messages, visuals, and audience targeting, driving instant adoption and fostering deep brand connections with the target expat audience.
The Impact
The pre-launch campaign provided invaluable insights into walletii’s market proposition, ensuring a well-informed, strategic rollout. By rigorously testing hypotheses on a smaller scale, walletii saved up to 35% of its marketing budget, optimizing spend toward high-conversion channels and refining creatives that resonated most with the audience. This approach led to a cost-per-lead that was 70% below the industry benchmark, with click-through rates (CTR) of up to 3.06% from key expat audiences—far surpassing the 1% standard for strong performance. The innovative creative strategy and language localization further enhanced engagement, building a waiting list of users ready for the app’s full market launch.
Scientific Approach to Creative
Walletii adopted an insights-based approach. Rather than relying on assumptions, the creative ideas were derived from interviews with expat audiences, an often underrepresented segment in Oman.
The team created two key message frameworks:
- Focus on expats as heroes – Expats providing for their families.
- Walletii’s practical benefits – Instant transfers and low fees.
The first message was unexplored by any brand in Oman, creating a deep sense of connection between target users and walletii. Both strategies were tested across Paid Social (Meta & Snapchat), Paid Search, and Google App Install. In total, 72 creative variations were tested, combining different copy, images, and design elements. Each channel had unique top-performing assets: emotion-driven creatives performed best on Facebook and Instagram, while feature-focused messaging resonated on Paid Search. Copy and visuals were refined in-flight based on CTR, cost per click (CPC), and lead conversion rates. This agile approach allowed walletii to land the top-performing creative combination for each channel, generating 2.5x higher ROI than anticipated at launch.
Creating Brand Authenticity through UGC & Multilingual Campaigns
Walletii’s campaign was one of the first to use UGC in Oman’s fintech advertising landscape. Authentic, relatable content set a new standard for trust and engagement. UGC outperformed traditional formats across all channels, driving strong engagement and setting a new benchmark for fintech marketing in the region. By showcasing real stories and user perspectives in native formats like Reels and Snapchat Stories, walletii demonstrated a commitment to putting the user at the center of its brand. Based on these findings, UGC became the backbone of the full launch campaign.
Walletii also ran ads in multiple expat languages, including Hindi, Urdu, and Bengali, helping connect with the audience on a personal level. These ads performed significantly better in CTR (up to 3.06%) and engagement, positioning walletii as a brand that understands and respects its target customers.
A Martech Ecosystem to Drive Growth
To manage and optimize the campaign, walletii implemented a sophisticated Martech ecosystem comprising a CDP, an MMP, in-app analytics, and a customer engagement platform. This integrated system tracked user journeys seamlessly, from ad exposure to in-app activity, allowing walletii to optimize both spend and user experience in real time.
The MMP enabled precise attribution across channels, so the team could adjust budgets based on user activity and customer lifetime value (CLV), rather than just install data. In-app analytics and the customer engagement platform offered deep insights into user behavior, allowing for effective retargeting campaigns that focused on benefits relevant to specific user cohorts.This Martech-driven agility allowed walletii to adjust campaigns on the go, ensuring every marketing dollar was maximized and setting a new benchmark for launches in the region.
Nomination Title: Unlocking Success: Walletii's Data-Driven Launch Strategy in Oman
