An Install Was Only the Start of the Customer Journey

Wing Bank wanted to expand adoption of its mobile financial services across Cambodia. Acquisition mattered, but downloads and registrations alone could not create the business value the bank needed. Revenue depended on customers actively using the app for everyday financial transactions.

The challenge was to grow both sides of the equation. Wing Bank had to attract new users while giving active and dormant customers relevant reasons to transact more often. A single broad campaign could not address those different behaviors.

We needed to map the customer lifecycle, identify meaningful user segments, and build campaigns that moved people from awareness and acquisition into continued app usage.

Wing Bank is a Cambodian mobile banking and financial technology company established in 2009. Through the Wing Money app, it gave customers access to mobile financial services such as transfers, payments, deposits, savings, and loans during the engagement period.

Industry: Finance / Fintech

Location: Cambodia

Services: Paid Media, Social Media Marketing, and App Design

The Results

Acquisition Brought Users In. Lifecycle Marketing Kept Them Moving.

Propelrr® began by mapping Wing Bank’s total addressable market and Cambodian consumers’ digital behavior. Internet penetration, device use, and channel activity helped identify where the bank could reach customers. We then mapped the journey from initial awareness to acquisition, continued engagement, and re-engagement.

That journey became the basis for audience segmentation. New users had installed and registered but had not built a transaction habit. Active users had completed a transaction within 30 days. Dormant users had gone 31 days or longer without transacting, with a further distinction between customers who had never transacted and those with previous activity.

Acquisition campaigns used Google Universal App Campaigns and Facebook. Google optimized toward installs using target CPA, while app-store content helped the platform identify effective creative. On Facebook, lowest-cost bidding and lookalike audiences expanded reach. Daily, weekly, and monthly reporting guided budget shifts toward stronger messages and promotions.

Fintech growth becomes more valuable when acquisition campaigns create a clear path toward active, repeat usage.

“Propelrr® has been Wing's Digital Marketing Partner since and has helped bring the much needed analytical angle to our Digital Marketing efforts. We have been happy with the quality of the inputs we receive from the qualified team of statisticians and Digital Marketing experts from Propelrr®. The conceptually sound Digital Direct Marketing approach of Propelrr® has not only helped us improve the efficiency of our customer acquisition efforts, but also has helped us hone our creative team's efforts at coming up with creatives that actually work through the Test & Control approach that Propelrr® follows.”

Manu Rajan

Chief Executive Officer