A year after launching its all-in-one financial services app, Aditya Birla Capital Digital (ABCD) found itself facing the greatest challenge in the fintech sector. Aditya Birla is a heritage brand with years of experience in the financial sector, but still, the awareness about their newly launched app was quite low.
In India, financial habits are deeply entrenched. Users commit to a single UPI app, one bank account, and one way of doing things—and rarely switch. This challenge makes penetration extremely challenging in the Indian market and adoption even more difficult.
Despite Aditya Birla's legacy, traditional advertising and celebrity endorsements weren't driving the behavioral shift required to scale. The goal was clear: rapid, measurable user acquisition at scale.
ABCD had not run influencer campaigns before and needed a data-driven way to identify the right creators. Celebrity endorsements alone were insufficient to drive mass adoption, especially for a BFSI product that required trust, education, and high-intent actions. The brand didn't want "buzz"; they wanted results they could measure.
The campaign needed to:
CollabX stepped in not as an influencer partner, but as an operating partner. Here's how we flipped the model.
CollabX came up with a unique social media-first approach through influencer marketing. We chose a path that would combine technology, data, and creative content to hook the audience and deliver real results.
Traditionally, influencers are paid for vanity metrics—likes, comments, shares, or even just for posting content—regardless of whether they actually drive business results. This method lacks accountability and does not reward real outcomes.
CollabX chose a different path where influencers were paid based on cost-per-action, tracked through unique links. The transparency gained through CollabX’s dashboards motivated influencers to treat the campaigns as their own and further optimize the posts for the best results.
CollabX used AI systems to identify high-potential creators who had higher engagement, better audience quality, exact content relevance, past performance, and viral potential.
The campaign extended far beyond the finance and tech audience and covered a wide range of audiences from the gaming, travel, lifestyle, and family categories. This approach led to a broader reach while still maintaining the ROI focus.
The best-performing content didn't look like fintech advertising. CollabX focused on viral, relatable formats that drove engagement:
These formats felt familiar and easy to trust: a critical factor for a BFSI product entering a habit-driven market.
CollabX enabled influencers to DM high-intent followers, which generated an immediate response and further drove app installs, shares, and saves. This extra layer significantly improved conversions compared to post-only campaigns.
A 40+ member team analyzed performance across Instagram’s Reels, Stories, and DMs to tailor each post to maximize reach, efficiency, and conversions.
CollabX acted as the martech layer behind the entire campaign. We used AI-based influencer selection, unique tracking links, real-time dashboards, and performance-linked payouts to create a closed loop of attribution and optimization. This infrastructure turned influencer marketing from a creative experiment into a predictable, scalable growth channel.
Example of the viral Reel made by Influencer Rajini (@rajiniiofficial) on Instagram https://www.instagram.com/reel/DS_kAWLE82H/?igsh=MW52ODM0bm81M3o0Zg%3D%3D
Industry Recognition: Our work with ABCD on their app launch showcased our martech capabilities, earning Bronze for Best Use of Martech at the IDA Awards.
Marketing Lead: Vanshika Sharma
Project managers: Nayana Chadichal & Mariam Sayed
Key account manager: Simran Kapoor
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“The innovative launch of the influencer campaign has been very fruitful for Aditya Birla Capital Digital. The CollabX team understands the product nuances and drives quick market penetration. Influencers are now a key business impact driver.” |
The campaign shows how social media can act as a measurable growth engine when powered by data and technology. CollabX transformed influencer marketing from a creative channel into a performance-driven system, resulting in real app adoption, engagement, and actual transactions. Social media can be more than just awareness and vanity metrics, even for tough sectors like fintech.
CollabX, a brand under the trusted umbrella of Web IQ Technologies Private Limited, is a performance-first influencer marketing platform. We empower brands to scale with data-driven creator campaigns that deliver real, measurable results.
