Challenge
Pago Semanal, a microcredit fintech, needed to attract loan applicants with weekly installments.
This kind of loan targets a very specific audience: people with independent or variable income, such as self-employed workers, platform workers and small merchants, who often don't fit traditional bank products. Reaching them meant clear messaging about how the weekly payment works, not just promoting a loan.
Every ad shown to an audience that didn't qualify was wasted spend, so acquisition had to be well segmented from day one.
Strategy & Solution
We implemented segmented paid media campaigns to attract self-employed workers, platform workers and small merchants interested in loans with weekly installments.
We worked on audience segmentation by profile, separating messages by each group's work situation and liquidity needs, so every ad speaks about the weekly installment in terms that audience understands.
We kept the campaigns under continuous optimization: we reviewed which audiences and messages brought in the most interested applications and shifted budget toward them.
