Founded by Satyajeet Kunjeer, Deciml is a an investment app that automatically rounds up online transactions and instantly invests the spare change. The financial technology company has positioned itself as a new-age app for young Indians. ‘Invest as you spend’ is a thought they truly believe in at Deciml. So basically when a user spends Rs. 235 on a commodity, the app rounds up to the nearest 10 and invests the remaining amount i.e. Rs. 5 in this case. And when one uses it for multiple payments, they end up saving every time they spend.
In the ever-evolving world of marketing and advertising, brands are constantly seeking innovative ways to get a hold of their audience’s attention. Among them, Deciml has emerged as a trailblazer in the realm of quirky ads, social media content, and celebrity collaborations. They have been killing it with their social media content lately. It is as quirky as it is entertaining and engaging. They aim to remain committed to working parallel to user expectations, while making it less daunting and more accessible for young Indians especially when it comes to personal finance.
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Social Media Game
Deciml has crafted its social media content in a way that it’s informative while being entertaining. Just like their website says, ‘we don’t say it like it is, we say it simpler.‘ The company’s Instagram feed majorly comprises of of infographics, explanatory videos, and memes related to investing. They also feature testimonials from their users who share their personal experience with the app. These stories aid in humanising the brand, making it more relatable to its audience.
Brand Campaigns
Deciml has a knack of keeping things simple yet impactful. They have launched a number of successful brand campaigns. One of its recent and most popular one was the “Influester” campaign featuring 8 popular influencers who are seen educating and spreading awareness about the app and its round-up investing concept in the most humorous way through a series of videos. The company roped in remarkable artists and social media influencers for the campaign, that include Zakir Khan, Bhuvan Bam, Ranveer Allahbadia (BeerBiceps), Suhani Shah, Sid Warrier, Raj Shamani, Varun Thakur, Vaibhav Sisinty and Prafull Billore.
Each video begins with the founder, Satyajeet reaching out to a famous influencer with the hope that they would agree to do a brand collaboration and promote the Deciml app. The ad then takes a quirky turn as every influencer tries to tackle the situation in their signature style and declare that they wish to be an angel investor instead of just collaborating with the brand, to which Satyajeet agrees.
The quirky and engaging concept of each video makes this campaign a big hit which also translated into reach and engagement. The campaign was a hit with Deciml’s target audience, and it helped to raise awareness of the company’s brand and attract more users thanks to these influencers’ fanbase.
The Minds Behind The Campaign
Speaking on the campaign, Satyajeet Kunjeer, said, “I’m deeply appreciative of the efforts put forth by the team, and extremely grateful to the Influesters for being so actively involved despite their tight schedules. The success of this campaign would not have been possible without every associated person going above and beyond. As a team, we’re proud of what we’ve achieved and excited about all the great things to come.”
The brilliant campaign was conceptualised by Bare Bones Collective. “Deciml came to us with the brief of crafting a creator-led campaign. When they told us that these creators are already stakeholders in the company, we realised that our communication lay in the product truth itself – an app so good, that you can’t help but become a part of its growth story. And thus, the influester campaign was born,” said Girish Narayandass, Co-founder, Bare Bones Collective.
As per the company, the campaign garnered a reach of 12.80 million over 5 days and an engagement of 1.4 million. They also witnessed 2x growth in activation rates and a decline in user acquisition cost by 66%.
Overall, Deciml’s content and brand campaigns are a great example of how to use social media to achieve marketing goals.
- They are creative and original, which helps them to stand out from the competition.
- They believe in keeping it simple by creating content that is informative, entertaining, and engaging.
- Their social media strategy is focused on building relationships with its audience, which helps to create a sense of community around the brand.
In a world where a user’s attention span is fleeting, Deciml has mastered the art of capturing hearts and minds with its quirky brilliance. As their journey continues, it will be fascinating to see what innovative, offbeat campaigns they concoct next.
