Personal Pay – App Launch

Our main objective was to introduce Personal Pay, a new fintech app developed by Telecom Argentina, the leading Telecommunications Company in the country, to an already saturated market that has more than 300 fintech apps in Argentina plus a monopoly leaded by one MercadoPago (Owned by MercadoLibre, one of the biggest business and brands in the LatAm Region).
We aimed to achieve more than 250.000 downloads during the period of the campaign which translated to a $300 ARS cost-per-install, a little bit above the average for the fintech industry benchmark in Argentina, since it was a launch campaign with no awareness background.
We had to help Personal Pay as a digital partner during the building of the application, since they had small app experience, with Google solutions like Firebase, Google Analytics 4 measurement, Looker for BI and Google Ads to test the volume of users supported and user experience reviews.