Campaign Objective

• Goal: Acquire new customers for Mirae Asset’s Loan Against Mutual Funds (LAMF) by showcasing the 15-minute, fully-digital loan disbursal (no need to sell mutual fund units).
• Target Audience: Investors holding mutual funds who need short-term liquidity without liquidating their portfolios. This audience values fast digital solutions and retaining long-term gains.
• KPIs: Tracked metrics like Customer Acquisition Cost (CAC), Conversion Rate (CVR), Click-Through Rate (CTR) on ads, and organic search traffic. These helped measure efficiency of spend and content engagement.

Market & Competitor Analysis

• Market Pain Points: Traditional LAMF services were slow and offline-heavy. ET notes that earlier processes required multiple branch visits and days of waiting. Modern fintech solutions now offer fully app-based overdrafts in ~15 minutes

Competitor Landscape:

• SBI (State Bank of India): Digital LAMF loans “sanctioned in less than 10 minutes”at about 11.15% p.a. (250 bps above 1Y MCLR)
• ICICI Bank: Interest rates around 10.5–11.5% p.a. on LAMF.
• Bajaj Finserv: LAMF rates ranging 8–15% p.a.
• Fintech (e.g., Volt Money): App-based LAMF with credit line in ~5 minutes and rates starting ~9%.
• Industry Note: Overall, the digital LAMF market now processes loans in minutes (versus days previously) at competitive rates

Campaign Strategy

Campaign Funnel: We designed a conversion funnel that first built broad awareness of the 15-minute loan USP, then educated users via targeted content, and finally drove applications. Ads on Google and Facebook directed prospects to dedicated landing pages and FAQs. For example, top-of-funnel ads introduced the offer, middle-of-funnel content (blogs/FAQs) answered questions, and bottom-of-funnel search ads targeted high-intent queries for applications. This end-to-end funnel ensured we captured interest and moved it toward conversion.

Multi-Channel & Creative: We split our budget across channels to cover the funnel. Facebook Ads (60% of budget) ran broad awareness and engagement campaigns, Google Search Ads (30%) targeted intent-driven keywords (“loan against mutual funds”, “quick loan from mutual fund”), and the remaining ~10% went to remarketing/Email-SMS sequences for retention. All creatives and ad copy highlighted instant disbursal and the flexible interest model (interest charged only on the days the loan is usedmiraeassetfin.com). We tested multiple headlines/images to emphasize “Instant liquidity, keep your MF intact” and refined them based on CTR/CVR.

• Channels: Facebook (primarily upper-funnel branding), Google Search (keyword bidding on high-intent queries), Email/SMS remarketing (re-engage site visitors and warm leads).
• Content & Assets: We produced supporting content — a clear landing page flow, detailed FAQs about LAMF, and explainer YouTube videos — to answer common questions and build trust before signup.
• Budget Allocation: 60% Facebook (broad reach), 30% Google Search (lead generation), 10% remarketing (lead nurturing).

Timeline & Daily Management

• Key Dates: Onboarded late Aug 2023; planning and asset creation through Oct; campaign launched Nov 23, 2023. SEO & organic strategy rolled out in Dec 2023 to capture long-tail traffic over time.
• Tools & Tracking: Used Google Analytics 4 (GA4) and AppsFlyer for cross-channel attribution. We set up daily MIS (management) dashboards to monitor spend, clicks, leads, and cost metrics in real time.
• Workflow: Mapped key events (e.g. lead form submission, app install) in GA4. Held daily stand-ups to review performance; weekly deep-dives to adjust bids/creative. A/B tests on messaging and CTA were run continuously to optimize ROI.

What Went Wrong

Messaging & Creative: Initially, some ad copy didn’t fully resonate, for example, users clicked but didn’t convert, indicating our headline was too generic. Our display banners underperformed (very low CTR). Also, at some point, people just noticed “Loan” but didn't understand the part that it’s a secured loan, unlike an unsecured personal loan. This resulted in a high CAC in the first weeks, signalling inefficient spend. Retention: We also saw weaker-than-expected follow-up: many leads who expressed interest did not complete the application, suggesting we lacked strong reminder sequences.

Fixes: We immediately refined messaging to focus on user pain (e.g. “Want to generate liquidity without selling your investments? ") and refreshed creative designs. Underperforming display ads were paused. We then launched automated Email/SMS nurture campaigns to re-engage bounced or incomplete leads. These updates boosted campaign efficiency and downstream conversions.

Campaign Breakdown

• CAC Improvement: Through optimization, CAC dropped dramatically (from ~₹12,000 initially to ~₹1,200 by the end), a ~90% reduction.
• Channel Performance: Google Search ultimately became the strongest driver of qualified leads (higher CVR), while Facebook drove higher volume at lower cost. Our remarketing drip increased the application completion rate by ~X%.
• Lead Quality: Overall, the number of quality leads (who met pre-set eligibility) increased several-fold. Conversion rates improved as we refined targeting and copy, yielding stronger ROI across Search and Social.

Conclusion

The multi-channel campaign successfully drove awareness and acquisition for Mirae Asset’s LAMF product while drastically reducing the cost per acquisition. Highlights: CAC fell by ~90% after optimizations, and lead volume surged with better conversion rates. We delivered on the 15-minute disbursal promise in messaging, reinforcing the unique value proposition. The assets and learnings (landing pages, FAQs, creative templates, workflows) are now reusable for future pushes.