FINNIX, MONIX’s innovative lending app, is redefining financial inclusion in Thailand by delivering fast and secure nano-loans to those who need it most. In the Nang Tard campaign that saw an impressive 11.5-point increase in ad recall, a 3.2-point boost in top-of-mind awareness, and a 3.1-point rise in app download intent, FINNIX’s influence continues to soar. Now spotlighted as a Meta case study, FINNIX is demonstrating how AI-powered strategies and engaging Reels Ads can drive meaningful change in digital lending, setting a new standard for user connection and financial empowerment in emerging markets.
The Challenge: Raising Brand Awareness in a Saturated Market
With the goal of increasing brand recognition and driving app installs, the FINNIX team faced a unique challenge. The digital lending sector is crowded, and building a trustworthy brand image requires more than traditional advertising tactics. Seeking a high-impact solution, the team turned to Meta’s Advantage+ app campaigns, which leveraged advanced machine learning to reach relevant audiences and maximize ad performance. FINNIX’s objective was to become top-of-mind for users needing fast, legal lending solutions, creating a trustworthy digital lending platform.
The Strategy: Reels Ads and the Advantage of AI-Powered Campaigns
FINNIX introduced a creative twist by incorporating Reels ads to amplify its Advantage+ app campaigns. Advantage+ campaigns deliver high-performing ad placements, while Reels ads were crafted to engage users through relatable, short-form videos. The FINNIX team launched 15-second videos addressing everyday financial challenges, showcasing FINNIX’s fast, reliable lending solutions. The ads followed Meta’s best practices for Reels, using vertical, full-screen video with audio and placing key messages within the Reels “safe zone,” delivering an immersive experience for viewers.
The campaign targeted a broad Thai audience, with a focus on users similar to those who had previously interacted with FINNIX on Meta platforms. Advantage+ placements automatically optimized ad delivery across various Meta placements, ensuring effective reach at the lowest possible cost.
Strategic Approach for Maximum Impact
FINNIX launched the Nang Tard campaign, which aimed to raise awareness about the dangers of borrowing from illegal loan sharks. This initiative focused on compelling storytelling to educate audiences about safer, legal lending options. The Nang Tard campaign utilized creative formats and collaborations with influencers to further enhance MONIX's brand visibility.
The ad content for the campaign was designed to be engaging, relatable, and easy to understand, portraying real-life financial challenges while highlighting FINNIX’s secure lending solutions. This integrated Advantage+ and Reels strategy resulted in significant brand awareness growth among a diverse Thai audience.
Between May and June 2023, the FINNIX campaign achieved significant results:
- 11.5-point lift in ad recall, indicating strong viewer engagement.
- 3.2-point lift in top-of-mind awareness, positioning FINNIX as a primary choice for digital loans.
- 3.1-point lift in app download intent, indicating increased user trust and readiness to engage further.
These figures demonstrate how the targeted marketing strategies and innovative ad solutions of the FINNIX campaign contributed to a successful digital lending presence on Meta’s platforms.
The Case for Meta’s Recognition of FINNIX
Meta’s selection of FINNIX as a case study showcases the campaign as a model for success. Using Advantage+ and Reels ads, FINNIX demonstrated how digital lending brands can connect with new audiences effectively and drive strong results. By optimizing ad strategies for each stage of the marketing funnel, FINNIX reached potential users genuinely needing its services. This partnership with Meta’s tools also provided data-driven insights that will guide MONIX in creating future campaigns that foster deeper connections with users and elevate brand trust.
The success of FINNIX’s Meta campaign is only part of its larger strategy. Following this win, MONIX is expanding its digital efforts to platforms like TikTok, launching initiatives like the Nang Tard campaign to raise awareness of the risks of borrowing from illegal lenders. By working with influencers and creative formats, MONIX’s initiative educates audiences on safe lending alternatives, reflecting a commitment to reshaping Thailand’s financial landscape.
As digital finance grows, FINNIX continues to break new ground, showing how innovative ad solutions can foster awareness, trust, and action in digital lending. The campaign serves as an example of technology’s potential to drive financial security among underbanked communities.
Read the full Meta case study at https://www.facebook.com/business/success/2-finnix
