i-invest User Acquisition
& App Downloads Campaign

i-invest is a leading investment app in Nigeria offering a wide range of products — Treasury bills, Fixed deposit notes, Commercial papers, Eurobonds, Equities, and more. With five years in the market, the challenge was clear: how do you increase user base, market penetration, and sales growth when the competitive landscape is both crowded and well-funded?

What made this engagement particularly complex was the starting point: no active user acquisition campaigns had ever been run by the team before. That meant the infrastructure didn't exist yet — from ad account setup to SDK integration to attribution architecture. We were building the growth system from the ground up.

I embraced a data-driven approach built around three core pillars:

• Audience Targeting: Pinpointing the exact demographic and interests of the ideal i-invest user — not broad assumptions, but precise segmentation built on real data signals.
• A/B Testing at Scale: Constantly experimenting with ad creatives and messaging to find the performance ceiling. No assumption was sacred.
• Data-Defined Insights: Making campaign decisions based on real-time data analysis, not intuition or historical benchmarks from other markets.

Before any campaign went live, I oversaw the creation and setup of ad accounts across platforms, worked with the developers team to ensure SDKs were properly integrated into the app, and implemented Adjust — a leading mobile attribution platform — to gain deep, accurate user journey insights.

The campaign was meticulously planned and executed across three core digital channels, alongside app store optimization and offline marketing strategies. Every channel had a distinct role in the acquisition funnel — from awareness through to investment activation.

As part of the strategy to boost brand awareness and accelerate user acquisition, we initiated a high-impact collaboration with two prominent BBNaija stars — Prince and Frodd — creating two engaging Online Video Commercials (OVCs) distributed across social media, YouTube, and relevant digital platforms.

The messaging strategy highlighted three key differentiation points:

• Diverse Investment Options: Catering to a wide range of financial goals and risk appetites.
• Ease of Use: Providing a user-friendly platform for seamless investing.
• Competitive Returns: Offering attractive returns that made the case for switching from traditional savings.

The campaign achieved results that benchmarked well above industry averages in every key metric:

• 353.14% increase in app downloads — significantly expanding the user base beyond initial projections.
• ₦400 Cost Per Install — well under $1, against an industry average exceeding $2 for finance and investment apps globally.
• 60% install-to-registration conversion rate — demonstrating that acquisition quality, not just volume, was engineered into the campaign.
• 37% install-to-investment rate — over a third of acquired users completed their first investment, a testament to the full-funnel thinking built into the campaign from day one.