About the App
OnCredit Online loan Sri Lanka is an app for instant lending service that allows Sri Lankan citizens to cover urgent expenses, grow their businesses, or manage daily cash flow directly from their smartphones.
Challenges
- Strict regulatory requirements for advertising financial products. Each advertising message had to be approved by the legal department. This slowed down the process and required constant reworking of wording to avoid legally incorrect expressions such as “guaranteed.”
- User distrust of online loans due to the prevalence of fraudulent services. Potential clients were hesitant to provide personal data or apply for loans online. To overcome this, communications had to emphasize the company’s licensing and strong data protection.
- Frequent ad blocks on Facebook due to strict restrictions in the “financial services” category. It was necessary to modify the wording and remove trigger phrases, such as “no verification” and “instant money,” to pass moderation and maintain campaign effectiveness.
Solution
Target Audience Analysis.
- Key groups: people aged 20–54, living in both urban and rural areas.
- Interested in financial solutions or having a low salary.
Targeting.
- Broad audience: ages 20–54, Sri Lanka.
- Demographic targeting: ages 20–45.
- Interest-based targeting: “loans,” “finance,” and “work from home.”
- Geo-targeting: major cities — Colombo, Kandy, and Jayawardenepura.
- Lookalike audience: based on users who have already taken out loans.
Video Ads and Banners Testing and Development.
- Video ads. Showcasing the simple loan application process, real-life stories (with actors), and examples of filling out the application form.
- Banners. Display loan terms, customer reviews, and profiles of individuals who were approved for a loan.
- In Google Ads, to cover a wider range of placements and top-performing videos across different durations and in 3 major formats (horizontal, vertical, and square), our team tested videos of varying lengths — from 7–15 seconds and 16–20 seconds to 21–30 seconds and 30+ seconds.
- Finally, we tested bumper ads up to 6 seconds long.
Content Localization.
All content was translated into Sinhala by a native speaker.
Results
The 6-month collaboration between Acquisition.mobi and OnCredit led to the following results:
- The total number of loans issued through the promotional campaign exceeded 4000 during the campaign period.
- The average number of loans issued via Google Ads promotion was around 500 per month.
- The number of loans issued through Meta Ads promotion increased nearly 100-fold.
Both platforms delivered strong results, driving growth in app installs and loan issuances while maintaining a stable CPA.
