Pay, swipe away. Paynet's transformation resulted in a 13x increase in annual transactions
A journey from strategy, branding, and app redesign to success, with a growth from 150,000 to 1 million paying users per month. Paynet is a fintech ecosystem in Uzbekistan with a mobile app, lifestyle products, and over 25,000 offline points in the Republic. By launching a new brand and app, leveraging ad campaigns across all channels, we have boosted paying users sevenfold in 9 months. As a result, the annual online/offline transaction volume has doubled, valued in the billion-dollar range.
A little bit of context
Paynet, a brand trusted for over 18 years in the payment ecosystem, boasts more offline outlets across Uzbekistan than all banks combined. Historically, Paynet was synonymous with offline payment points and cash transactions. Yet, in 2021-2022, the business experienced a slowdown due to gaps in analytics, marketing processes, and in-house expertise. This setback occurred as online competition among payment systems and banks intensified, driven by market oversaturation and the ambition of each player to attract and retain customers.
Throughout the year, our goal was to boost our overall business revenue by 50% and make a splash in the online scene. Achieving this required rigorous research, a brand reboot, refined marketing tactics, and a redesigned app concept. The key drivers of our rapid growth included bringing in fresh expertise, process optimization, a full-scale brand relaunch, and an expansive digital marketing campaign spanning numerous ad initiatives. We also introduced app enhancements, free transfers, international transfers, the Paynet card, 100% cashback, and various engaging gaming features.
Paynet. Circled by trust and friends
We recognized that people alter their habits when they perceive substantial benefits and trust their choices. Hence, we devised a revamped visual identity for the brand and crafted a fresh positioning to reflect this insight.
From marketing to monumental success
We managed all communication channels by generating creative advertising ideas consistently. Our ad campaigns ran on Google, Meta, Telegram, CPA, in-app, OEM, through blogger partnerships, TV spots, and outdoor ads. Using the custom framework based on HADI, we conducted detailed structured analyses and formulated marketing hypotheses. Monthly, we tested over 200 creative ideas, including videos, 3D designs, illustrations, and user-generated content.
Paynet app got a fresh new look
We redesigned the app's design system strategically to improve user experience. Changes include smoother navigation, a revamped home screen, the Paynet Card, game elements, upgraded bonuses, and more. Our goal is to make Paynet the most user-friendly and valuable service, with the new design making the app a cornerstone of our future ecosystem.
Advertising campaigns in specific areas
During the year, we have prepared 6000+ creative units. We implemented a new 100% cashback game mechanic, made more than a hundred videos, a mini-series of 4 stories, launched an international transfer function and other campaigns.
"Happy New Year!" Our New Year campaign is now live. We focus on storytelling rather than traditional advertising to create a captivating visual narrative and evoke emotions.
Strategy for 2024
Debit products, digital banking, social finance, and a business platform.
