How Kofluence helped INDmoney create targeted customer awareness on YouTube

About INDmoney

INDmoney is an emerging new-age player in the wealth management product market, positioned as a one-stop ‘super money’ app. Founded in 2019, the company allows users to manage their finances on a single integrated platform and helps them diversify their investment portfolio across various financial instruments such as mutual funds, bonds, fixed deposits & US stocks.


The Brief

INDmoney sought our influencer expertise, tasking us with maximizing customer awareness on YouTube to their app install volumes, promoting users to log in as the 1st touchpoint, and ultimately acquiring quality customers to invest in US stocks via their platform.


By leveraging the extensive influencer network signed onto our platform and strategic content placements on YouTube, we knew exactly what needed to be done.


Overall Strategy

The brand has been experimenting with influencer outreach over the past 2 years, so getting new quality influencers to join on board was a challenge. Influencer liquidity, however, is our forte.


Drawing from the vetted database of authentic YouTube profiles signed on to our platform, we activated 100+ creators across several tier 1 and metro cities, with a mix of different regional languages for a diversified impact. The genre of creators ranged from tech, infotainment, and finance to travel, auto, daily bloggers, and so on.


At Kofluence, we take a 360-degree approach to performance marketing, leaving nothing to chance. We began testing different go-live approaches, finally settling on one creator across every category going public with their content every day for maximum engagement. Thanks to our BI dashboard, monthly reports with key insights such as genre-wise learnings, language-wise performance, and more were generated and shared for the brand to track the impact generation.


Creative Strategy

Knowing how important a role copies play in campaign conversions, our creative strategy had a clear goal: captivate and convert audiences.


The campaign communication revolved around generating intrigue and user interest in US stocks in the beginning. This was followed by an on-screen app demo, highlighting key functionalities and USPs such as ‘Zero Brokerage’ and ‘Zero Commission’ in the middle. The promise of a reward bonus for users signing onto the platform through the creator’s unique link served as the final hook. A call back to the app just before the video ended was incorporated for enhanced top-of-the-mind recall.


The Results

Through the authenticity of our influencers coupled with their high-performing video content and targeted content placements, we scaled up INDmoney app registrations from 5% in Month 1 to 30% in Month 4.



180+ Content

38 Million Views

100k+ Registrations

30k+ Acquisitions



We have been working with Kofluence for the past 4 months and the experience has been fantastic! Kofluence has indeed added a lot of value to our influencer marketing initiatives and definitely helped us scale up!




To know more about the campaign, Click Here

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