Key Focus: Target acquisition efforts by emphasizing Multipl’s unique Spendvesting model (Investing to Spend) and tailoring campaigns based on users' Wants (e.g., Shopping, Gadgets, Vacations) and Needs (e.g., Insurance Premiums, School Fees). This strategy also filters potential users into three key segments—Early Jobbers, DINKs (Double Income No Kids), and Married with Kids—while refining messaging based on their risk appetite and familiarity with investment tools like Mutual Funds and SIPs.
1. Audience Segmentation for Targeting
Primary Segments
- Early Jobbers:
- Age: 22–30 years
- Key Needs: Gadgets, Lifestyle Purchases, Travel, Early-stage Wealth Creation
- Motivation: Aspirational spending while starting to build wealth through SIPs.
- Risk Appetite: Moderate to Aggressive; high interest in wealth accumulation with minimal responsibilities.
- DINKs (Double Income No Kids):
- Age: 28–40 years
- Key Needs: Travel, High-End Purchases (Jewellery, Gadgets), Luxury Lifestyle Experiences, Insurance Premiums
- Motivation: Maximize savings for future plans, smart financial planning with minimal responsibilities.
- Risk Appetite: Growth; willing to experiment with Mutual Funds and long-term investment plans.
- Married with Kids:
- Age: 35–50 years
- Key Needs: Children’s Education, Health Insurance, Retirement Planning, Family Travel
- Motivation: Securing family’s future, large-ticket spending on education and health.
- Risk Appetite: Conservative to Moderate; interested in stable and reliable returns, prefer safe investments.
2. Spendvesting Messaging for Acquisition
Wants-Based Campaigns (Lifestyle-Oriented)
For users focused on Wants, the messaging should revolve around fulfilling aspirations while smartly investing for purchases.
- Ad Copy Example: “Start planning your next vacation now With ₹1000/month and enjoy exclusive cashback from MakeMyTrip while earning investment returns. Download Multipl today and turn your goals into reality!”
- Channels: Meta Ads (Instagram / Facebook) , Google Display Ads, Twitter & Snapchat (for younger audience).
- Targeting:
- Early Jobbers: Showcase gadgets, travel, or fitness equipment. Focus on their desire for lifestyle upgrades.
- DINKs: Luxury items such as high-end jewellery, premium travel.
- Creative: Bold, aspirational visuals showcasing luxury purchases, travel, or tech gadgets, accompanied by a call-to-action to invest.
Needs-Based Campaigns (Practical Oriented)
For users focused on Needs, the campaigns will center around security and financial stability.
- Ad Copy Example: “Secure your family’s future by investing today! Start a health insurance goal for just ₹500/month and earn up to 10% returns while you save. Download Multipl and pay less for your big expenses.”
- Channels: Facebook, Google Search, LinkedIn (for older/mature audiences).
- Targeting:
- Married with Kids: Focus on family security, children’s education, or insurance premiums.
- DINKs: Future planning around insurance and high-value savings.
- Creative: Family-centric visuals showing education, health insurance, or family travel, emphasizing security and long-term planning.
3. Funnel Strategy Based on Risk Appetite
Low-Risk Audience (Conservative Investors)
- Target Segment: Primarily Married with Kids and some DINKs.