EasySave Challenge

Objective

Drive new EasySave savings account activations among Ghanaians aged 22–30 by making saving feel like a social movement.

Target Audience

Young Professional / Student, 22–30, salaried workers and students in Accra + Kumasi with income but no structured savings habit

Channels

Meta (FB + IG) — 70%   Google Display — 30%

Budget

TBD (team fills in calendar sheet)

Schedule

Mar 9 – 15, 2026  |  Dayparting: 12:00–14:00 & 18:00–21:00 GMT

Success KPI

400 savings accounts activated at CPA < $2.00

Key Message

"Thousands of Ghanaians are already saving with EasySave. Don't be the one left behind."

CTA

Start Saving Today → Play Store / App Store (EasySave in Fido app)

Salary Cycle

Mid-month (neutral) — lead with habit messaging over urgency

Generated via Kling 2.6 Pro image-to-video from hero images. 5-second hero clip + 2-second branded end card with Fido logo, store badges, and CTA. Ideal length for Meta Feed, Stories, Reels, and TikTok.

Meta Ads Manager (70% Budget)

1. Go to Ads Manager → Create
2. Campaign Objective: App Installs (EasySave activation)
3. Set Campaign Budget: Daily budget = Total ÷ 7 days
4. Create Ad Set — Target: Ghana, Age 22-30, Interest: Savings, Finance, Mobile Banking
5. Set Dayparting: 12:00–14:00 and 18:00–21:00 GMT
6. Upload all 3 EXPLOIT creatives (V1, V2, V3) — 1:1 for Feed, 4:5 for IG Feed, 9:16 for Stories
7. Upload all 3 EXPLORE creatives — same formats
8. Upload video ads for Stories/Reels placement
9. Enable Advantage+ Creative — let Meta optimize across all 6 static + 2 video creatives
10. Set A/B split: 70% budget to EXPLOIT ad set, 30% to EXPLORE ad set
11. Review targeting, budget, schedule → Publish

Google Display Network (30% Budget)

1. Go to Google Ads → New Campaign
2. Goal: App promotion (Fido app)
3. Add Responsive Search Ad headlines: "50,000+ Ghanaians Saving" | "Join Them on EasySave" | "Earn 10% Interest" | "Start with GHS 20" | "Save Smarter Today"
4. Add Descriptions: "Over 50,000 Ghanaians save with EasySave. Start with GHS 20 and earn 10% interest." | "Your money grows while you sleep. No wahala. Download Fido and start saving."
5. Upload all 6 static creatives as image assets
6. Set Budget: Daily = Total ÷ 7 days
7. Review and Launch

Hypothesis: Social proof messaging ("50,000+ Ghanaians saving") will outperform interest rate messaging ("Earn 10%") for MOFU savers because the audience is motivated by belonging, not financial calculation.

Control (Exploit) — 3 variants

Social Proof

"50,000+ Ghanaians Saving / Join Them"

VS

Variant (Explore) — 3 variants

Interest Rate Benefit

"Earn 10% Interest / Start with GHS 20"

Decision Metric

Cost per savings account activation

Decision Gate

After 1,000 impressions per variant OR 7 days, whichever first

Min. Effect

15% CPA difference

If Explore Wins

Promote "benefit (interest rate)" to EXPLOIT pool. Update idea bank.

If Explore Loses

Log as tested. Reinforce social_proof as primary EasySave angle.