Acquiring app users using highly targeted ads
Banking: Digital Marketing Transformation based on a comprehensive audit
The Business Challenge
Jiva is a superapp created to empower smallholder farmers. A key element of this empowerment is that Jiva does not only make affordable financing available, the superapp supports them across several levers that strategically help them improve their livelihoods.
While advances for supplies help the farmers buy better quality supplies that farmers only need to repay at harvest time when the sales happen, Jiva also helps get these high-quality seeds and fertilisers delivered at no extra charge. This is powerful as Indonesia is a vast archipelago of islands and inter-island logistics is expensive and slow.
Jiva also adds a personalised, AI-powered advice engine that improves yields by delivering relevant, feasible and actionable advice to farmers, precisely when they need it, according to weather, stage of the growing cycle and other factors.
Another element of what makes Jiva pro-farmer is how it sets the standards on ensuring the scales used are accurate, allowing farmers to be paid fairly for their produce.
Jiva had initially acquired 6,000 customers when we began working together. Our joint goal was to grow the number of users, knowing the market size in the region. Along with this target was the challenge of educating target farmers, showing them why shifting from the traditional ways of selling crops to using Jiva would improve how successful they could be as farmers.
With Jiva still in its early stage from launch, GrowthOps recognized the need to define a solid brand personality that made it more human and accepted by farmers.
GrowthOps set up the digital marketing strategy, developed a social media playbook to guide the internal teams in developing content and paid strategies, and delivered a digital campaign focused on user acquisition and education.
GrowthOps sought to target specific audiences for Jiva, pushing their key value propositions in a 10-month campaign.
For example, a pain point for customers is just-in-time distribution. A crop gets spoiled if it’s not picked up when the crop is optimal. Jiva provides just-in-time pickups, so that crop delivery is made in a timely manner.
A challenge for the campaign was to educate the target farmers, who assume that they know what they are doing because they have been doing it for decades.
A point of measurement for GrowthOps was how many people sought to learn from the Jiva app, and what they learned was that those who looked at the education site, came back quite regularly. It was a small group, but they found it valuable.
Jiva acquired over 35,000 smallholder farmers in 12 months, through a highly targeted digital campaign using Google and Facebook.
Data-driven insights recognized the value of educational content in nurturing potential users.
GrowthOps' experimental approach to user acquisitions enabled Jiva to validate or invalidate the many hypothesis we had prior to launching based on hard data, which led to great savings in cost, effort and resources.