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Phi Wallet Success: 1,757+ Engaged Users in Six Months

Achieving 100% organic growth through targeted strategies and meaningful engagement.

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Campaign Overview

Objective: Phi Wallet was at a pivotal stage in its growth, seeking not only to expand its user base but also to establish a deep level of trust with potential customers in Indonesia. 

The company recognized the need to focus on top-of-the-funnel content that was not just informative but also highly engaging. 

The aim was to create initial awareness and interest that would naturally lead users down the path to downloading the app and engaging with their digital gold products.

Challenges

Phi Wallet Indonesia faced several challenges in achieving sales growth:

  1. Audience Segmentation and Targeting:

    • Challenge: Identifying and targeting the most relevant audience segments that are not only interested in digital wallets but are also likely to engage with and adopt Phi Wallet.
    • Context: With a broad demographic spectrum and varied consumer behaviors across Indonesia, precisely segmenting the audience to tailor content and advertising strategies effectively can be complex.

  2. Building Trust in Digital Financial Services:

    • Challenge: Overcoming skepticism associated with digital financial transactions and establishing trust among potential users who may be wary of new financial technologies.

    • Context: In regions where cash transactions still dominate, transitioning consumers to trust and use a digital wallet requires robust security assurances and clear communication of benefits.

  3. Content Creation and Delivery:

    • Challenge: Developing hyper-engaging content that resonates with the target demographic and drives them towards app downloads and usage.

    • Context: Content needs to not only capture attention but also educate potential users about the advantages of using Phi Wallet over traditional banking or other fintech solutions.

  4. Conversion Optimization:

    • Challenge: Ensuring that engagement with top-of-the-funnel content leads to conversions, i.e., app downloads and active use.

    • Context: High engagement rates with digital content do not always translate into conversions; optimizing this aspect involves fine-tuning the call-to-action strategies and user journey mapping.

  5. Regulatory Compliance and Market Dynamics:

    • Challenge: Adapting marketing strategies to comply with local regulations related to financial advertising and staying ahead of rapidly changing market dynamics.

    • Context: Financial services are heavily regulated, and marketing campaigns must adhere to these regulations to avoid penalties and ensure consumer protection.

  6. Measuring Impact and ROI:

    • Challenge: Accurately measuring the impact of the campaign on brand growth and ROI, especially when dealing with digital and mobile platforms where attribution can be murky.

    • Context: Determining the true effectiveness of digital marketing campaigns requires advanced tracking and analytics to attribute app downloads and engagement back to specific marketing efforts.
Digital Channels Used

For the Phi Wallet campaign, the primary focus was on leveraging both long-form and short-form video content on YouTube. This approach was chosen due to YouTube’s broad reach and its effectiveness in engaging viewers with more detailed content.

Digital Channels:

Main Platforms:

  • YouTube: Served as the central platform for distributing content. Long-form videos were used to provide in-depth information and engage users with comprehensive discussions about the benefits of using Phi Wallet. Short-form videos were crafted to capture quick interest and convey key messages succinctly, ideal for driving quick impressions and shares.

Additional Channels:

  • Instagram and TikTok: These platforms were strategically used to repurpose the YouTube content to fit their respective formats. Instagram was utilized to post visually appealing clips and stories, whereas TikTok was leveraged for its viral nature, using shorter, more engaging clips that resonate with a younger demographic.

  • LinkedIn: Although used sparingly, LinkedIn played a role in targeting professionals and business audiences in Indonesia. Content on this platform was tailored to emphasize the professional and security aspects of Phi Wallet, aligning with the interests of a more business-oriented audience.
Significant Organic Growth Xpandeast case study fintech indonesia malaysia youtube channel
In only 5 month, we've skyrocketed their YouTube channel to over 165,000 organic views! Each view echoes the core interests of the PhiWallet audience, showcasing our targeted, dynamic approach to engagement.

The Strategy

Phi Wallet faces the challenge of engaging an audience in the fintech space—a sector where expertise and insights take precedence over mere entertainment. Traditional corporate videos have limited impact in this niche sector. This case study outlines the strategic approach adopted by Xpandeast to enhance content engagement and effectiveness on YouTube for Phi Wallet.

Xpandeast identified four key video formats to boost engagement and deliver measurable ROI:

  1. Explainers: To clarify complex fintech concepts and showcase Phi Wallet’s expertise.
  2. Commentary: To provide insights on topical fintech issues, reflecting thought leadership.
  3. Narrative: To use storytelling to make technical information relatable and engaging.
  4. List Videos: To offer structured content that is informative and easy to digest.

 

Action Strategy:

  1. Educational Focus Using Explainers:

    • Action: Develop a series of explainer videos that break down complex fintech operations and innovations.
    • Purpose: To educate the audience while highlighting Phi Wallet’s role as a fintech innovator.

  2. Engagement Through Commentary:

    • Action: Regularly release commentary videos that analyze current trends and news in the fintech market.
    • Purpose: To establish Phi Wallet as a thought leader and go-to source for fintech insights.

  3. Relatability via Narrative:

    • Action: Create narrative-driven content that tells compelling stories related to fintech challenges and solutions.
    • Purpose: To connect emotionally with viewers and enhance message retention.

  4. Accessibility with List Videos:

    • Action: Utilize list-format videos to present forecasts, trends, and comparisons in a digestible format.
    • Purpose: To provide quick, actionable insights that are highly shareable and boost viewer return rate.

 

Implementation Tactics:

  • Mixing Formats: Integrate different content types within single videos to keep the format dynamic and engaging (e.g., combining an explainer with a narrative).
  • Story-Driven Pitching: Transform traditional pitch content by embedding narrative elements that dramatize Phi Wallet’s value proposition.
  • Enhanced Testimonials: Incorporate customer stories and case studies that demonstrate the impact of Phi Wallet, blending testimonials with educational content.

Medrux is recognized as a prominent manufacturer and distributor of disposable gloves, catering to various industries worldwide with a focus on quality and reliability.

Execution

1) Research and Audience Analysis:

  • Conducted comprehensive market research to identify key interests and pain points of the target fintech audience.
  • Analyzed competitors’ channels to assess content gaps and opportunities for differentiation in the fintech space.

 

2) Content Development Based on Formats:

  • Explainers: Developed a script template focusing on clarity and depth to explain complex fintech concepts, such as blockchain technology and digital wallets.
  • Commentary: Curated topics for commentary videos that align with trending fintech news and innovations, ensuring timeliness and relevance.
  • Narrative: Created storyboards that integrate fintech solutions into everyday scenarios, helping demystify tech solutions for a general audience.
  • List Videos: Compiled industry data to create ranking videos on topics like top fintech trends for the year, most innovative fintech companies, etc.

 

3) Production Enhancements:

  • Invested in higher-quality video production equipment to improve visual and audio quality.
  • Partnered with an equipped spokesperson that can delivery the most difficult topics in a simple easy to understand way.

 

4) Content Scheduling and Publishing:

  • Developed a content calendar to ensure regular posting of videos, aligning release times with peak audience activity hours identified through analytics.
  • Implemented a phased release strategy where different types of videos were alternated to maintain viewer interest and engagement.

 

5) Viewer Engagement Strategy:

  • Initiated active engagement tactics, such as responding to comments and questions on videos to foster a community feel.
  • Included calls-to-action in videos, encouraging viewers to subscribe, like, or visit the Phi Wallet app for more information.

 

6) Performance Tracking and Analytics:

  • Utilized YouTube Analytics to track viewer engagement metrics such as view time, likes, comments, and subscriber growth.
  • Adjusted content strategies based on performance data, focusing more on high-performing formats and topics.

 

7) SEO and Discoverability:

  • Optimized video titles, descriptions, and tags with targeted keywords to improve visibility and searchability on YouTube.
  • Employed SEO best practices to increase the likelihood of appearing in YouTube search results and recommendations.

 

8) Cross-Promotion and Multi-Platform Strategy:

  • Cross-promoted YouTube videos on Phi Wallet’s other social media platforms, such as LinkedIn, Twitter, and Instagram, to increase reach.
  • Embedded YouTube videos in the Phi Wallet  newsletters to drive traffic from multiple sources.

 

9) Feedback Incorporation:

  • Regularly collected viewer feedback through comments and direct messages to gauge content reception.
  • Adjusted future content based on viewer suggestions and criticisms to better meet audience needs and expectations.
Carefully designed thumbnails to attract viewers' attention and maximize engagement from every video and CTR
youtube-shorts-strategy-impact
Utilizing Youtube Shorts to test the engagement and the impact on the overall channel engagement. Resulted in 120K Views + 280 Subscribers in 5 month

Results

The results of the YouTube content strategy implemented for Phi Wallet by Xpandeast can be summarized in detailed points, reflecting the impact of the strategic initiatives on the channel’s performance and Phi Wallet’s brand visibility:

  1. Viewer Engagement Metrics:

    • Significant increase in viewer engagement, with total views reaching over 167,707 and watch time totaling 2,161.3 hours.
    • Notable growth in new subscribers, adding 1,757 new subscribers during the campaign period.

  2. Demographic Insights:

    • Dominant viewer base in Indonesia (91.6%), indicating effective localization of content.
    • Gender distribution showing 76.4% male and 23.6% female, highlighting a gender-specific content resonance.
    • Age group analytics revealed the largest viewer segment between 25-34 years (34.0%), indicating successful targeting of the core demographic.

  3. Content Performance:

    • High-performing content types included story-driven and explainer videos, particularly those discussing investment and financial tips.
    • Introduction of engaging stories led to an increase in long-form video views, surpassing 100 daily returning views.

  4. Social Media Synergy:

    • Increased cross-platform engagement, with successful redirection from YouTube to other social media platforms like Instagram and Facebook, where follower and engagement rates also grew.

  5. SEO and Discoverability:

    • Improved SEO metrics, with YouTube videos showing better rankings in search results due to optimized titles, descriptions, and the strategic use of keywords.

  6. Competitive Positioning:

    • Compared to competitors, Phi Wallet’s videos showed higher engagement and interaction rates, reflecting a stronger content strategy and audience connection.
    • Phi Wallet’s channel achieved a higher engagement rate (18.85%) compared to key competitors like Pluang and Halo Emas.

  7. Feedback and Adjustments:

    • Viewer feedback led to content adjustments, improving the relevance and viewer satisfaction in subsequent video releases.
    • Continuous refinement of content based on analytics and feedback supported sustained growth and engagement.

  8. Overall Brand Impact:

    • Enhanced brand awareness and trust within the target market, positioning Phi Wallet as a credible and authoritative source in the fintech space.
    • Strategic content dissemination helped prepare the market for the upcoming app launch, building a foundation of potential users.

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