Challenge
LenDenClub is an alternative investment platform (peer to peer lending). Thev have been active in this space since 2015 but were seeing a decline in new investors on their app since 2022 mid. To address this challenge the partnered with a prominent cricket celebrity to establish a strong brand presence and recognition among their TG to build a future pipeline of investors. A key task was to ensure low freq spillage & high impact by concentrating campaign's average freq to be at 4-5.

Approach

• Identifying the TG: conducted a BDI/CDI analvsis and married it with insights finder data to arrive at key geos with the Max headroom.

• Optimal Media Plan : Based on the finalized geos Google team conducted threshold planning to determine the optimal point of reach + freq for all geos.

• Delivering impact with Target Frequency : Leveraged YouTube's Target frequency feature to have a tight hold on the freq distribution and concentrate it around their target.