Campaign Ideas

Performance Snapshot

Sign-ups
78,170
+15.7% vs prior

KYC Completions

42,783

+18.5% vs prior

Survey Completions

44,729

+5.2% vs prior

LN0 Disbursements
21,138
+30.3% vs prior

Sign-up → KYC

54.7%

+1.3pp (target: >50%)

KYC → Survey

104.5%*

-13.2pp

Overall Conversion
27.0%
+3.0pp   (target: >10%)

*KYC→Survey >100% is a known timing artifact (users completing survey before KYC reflects in data).

Bottleneck: Sign-up → KYC (54.7%)
Losing 35,387 users (45.3% drop-off). While above the 50% target, this remains the largest absolute funnel leak and the biggest leverage point. LN0 surged +30.3% — strong downstream conversion once users pass KYC.

Competitive Landscape

Regulatory crackdown intensifying: Bank of Ghana blacklisted 97+ unlicensed loan apps. Cyber Security Authority blacklisted 40 more for harassment and data abuse. This creates a trust vacuum Fido can fill.
MTN Qwikloan remains the dominant competitor (1M+ customers, 5M+ loans), operating via USSD (*170#) — different channel entirely.
Branch receiving negative reviews for collection harassment and auto-debit payment issues.
Predatory lending crisis: Apps engaging in extortion (threatening to share nude photos, contacting borrowers' contacts). Public trust in digital lending is damaged industry-wide.
Messaging gaps: No competitor using occupation-specific creative, cultural expressions, or credit-building narratives. Everyone defaults to "instant cash" / "no collateral."

All 18 Concepts — Ranked

#	Concept	Product	Audience	Funnel	Angle	Format	Score	Rating	Hook
1	Licensed & Safe	Brand	New_User	TOFU	Trust	Static + Carousel	4.45	HOT	"97 loan apps got banned. Fido didn't."
2	KYC Made Easy	Personal	New_User	MOFU	Ease	Walkthrough + UGC	4.35	HOT	"Ghana Card + selfie. That's it. 2 min."
3	Independence Day Hustle	FidoBiz	Business_Owner	BOFU	Seasonal	Static + Video	4.15	HOT	"March 6 weekend — stock up with FidoBiz"
4	Fido Score Journey	Personal	Returning	MOFU	Social Proof	Carousel	4.10	HOT	"Started GHS 200. Now GHS 5,000. Ayekoo."
5	One Mistake Doesn't Define You	Brand	Lapsed	BOFU	Trust	Static + UGC	3.95	WARM	"Missed a payment? You can come back."
6	School Fees Sorted	Personal	New_User	TOFU	Seasonal	Static + Video	3.90	WARM	"School fees no be wahala."
7	Ugly Ad: WhatsApp Screenshot	Personal	New_User	TOFU	Problem	UGC-style	3.85	WARM	"Chale I need GHS 300 before Friday"
8	Plumber Restock v2	FidoBiz	Business_Owner	BOFU	Aspiration	Static	3.80	WARM	"Your tools are your business."
9	Not Your Average Loan App	Brand	New_User	TOFU	Trust	Short video	3.75	WARM	"Other apps harass your contacts. We don't."
10	EasySave + Borrow Combo	EasySave	Saver	MOFU	Ease	Carousel	3.70	WARM	"Save small small, borrow big."
11	Tailor Success Story	FidoBiz	Business_Owner	TOFU	Social Proof	UGC-style	3.65	WARM	"Now my shop borrows from Fido."
12	Easter Cash Ready	Personal	New_User	TOFU	Seasonal	Static	3.60	WARM	"Easter travel sorted."
13	Sound-First: Market Sounds	Personal	New_User	TOFU	Aspiration	Short video	3.55	WARM	"Hear that? Your business growing."
14	Eid Preparation	Personal	New_User	TOFU	Seasonal	Static	3.50	WARM	"Eid coming — celebrate without stress."
15	Speed Flex: 5-Min Timer	Personal	Returning	BOFU	Speed	Short video	3.45	WARM	"Cash in hand. Under 5 minutes."
16	Market Women Talking	Brand	New_User	TOFU	Social Proof	UGC-style	3.40	WARM	"The app your market women talk about."
17	BECE Prep Fund	Personal	New_User	TOFU	Seasonal	Static	3.35	WARM	"BECE exams in May. Prep sorted."
18	No Contact Harassment	Brand	New_User	TOFU	Trust	Static	3.30	WARM	"We'll never call your mother."

Detailed Briefs

1. Licensed & Safe

Brand_Awareness New_User TOFU Trust HOT

4.45

Theme

Position Fido as the trustworthy, regulated alternative in a market plagued by predatory loan apps — turning the BoG crackdown into Fido's competitive advantage.

Why Now

Bank of Ghana blacklisted 97+ unlicensed apps. CSA blacklisted 40 more for harassment and data abuse. Public fear of digital lending at all-time high. No competitor is leaning into this. First-mover window.

Target Audience

New_User (skeptical potential borrowers) — "I've heard loan apps will steal your contacts and harass your family. How do I know which ones are safe?"

Channels

Facebook (primary — 8M+ users), Instagram (younger demo), Google Search ("safe loan app Ghana" intent)

Hooks

97 loan apps got banned. Fido didn't. Here's why.
Bank of Ghana says these apps are illegal. Check if yours is on the list.
Scared of loan app scams? Fido is licensed by the Bank of Ghana.
We don't access your contacts. We don't harass your family. We're Fido.
The difference between a loan app and a loan shark? A Bank of Ghana license.

Visual Directions

A: Split-screen — left dark/scary (threatening messages, "SCAM" overlay), right clean/bright (Fido app with BoG seal). Documentary style.

B: Simple static — Bank of Ghana license prominently displayed with Fido logo. Clean, authoritative, white background with Cherry accents.

C: Carousel — "97 apps banned" → "What they did wrong" → "What Fido does differently" → CTA.

Patterns to Test

trust, social_proof, question

Timing

Launch immediately (Feb 2026) — crackdown actively in the news.

Effort

Low — static + carousel, existing assets.

Success Metrics

Primary: Sign-up volume — +10% weekly increase in first 2 weeks
Secondary: Sign-up → KYC — >55%

Handoff to /marketing-ad-pipeline

Product: Brand_Awareness / Personal_Credit
Audience: New_User
Exploit: trust
Explore: social_proof, question
Hero: Split-screen scam vs Fido, or BoG license display

2. KYC Made Easy

Personal_Credit New_User MOFU Ease HOT

4.35

Theme

Directly attack the #1 funnel bottleneck (Sign-up → KYC at 54.7%) by demystifying KYC — show users it takes 2 minutes with just a Ghana Card and selfie.

Why Now

35,387 users signed up but never completed KYC. User reviews mention "app gets difficult and does not authenticate." Competitors like Tala advertise "only ask for one ID." Need to counter friction perception.

Target Audience

New_User (signed up but stalled at KYC) — "I downloaded the app but the verification looked complicated so I gave up."

Channels

Facebook (retargeting signed-up non-KYC), Instagram Stories (walkthrough format), Push via CleverTap

Hooks

Ghana Card + selfie. That's it. 2 minutes.
You're 2 minutes away from your first Fido loan.
KYC sounds scary. It's just a selfie and your Ghana Card. Eye easy kraa.
Already signed up? Finish your verification — takes less time than making tea.

Visual Directions

A: App walkthrough — screen recording of 3 KYC steps (Ghana Card → selfie → done). Timer overlay counting to 2:00.

B: UGC-style — real person on camera: "I thought it would be hard but look—" [shows phone] "—just Ghana Card and a selfie. Done."

C: Static — Phone mockup: "STEP 1: Ghana Card. STEP 2: Selfie. STEP 3: Done." Checkmarks on each.

Patterns to Test

ease, action, question

Timing

Launch immediately — always-on until KYC > 60%.

Effort

Low-Medium — walkthrough needs screen recording, static immediate.

Success Metrics

Primary: Sign-up → KYC rate — >58% (from 54.7%)
Secondary: KYC volume — >45,000/month

Handoff to /marketing-ad-pipeline

Product: Personal_Credit
Audience: New_User (retarget non-KYC)
Exploit: ease, action
Explore: question
Hero: Phone showing KYC screen, person taking selfie

3. Independence Day Hustle

FidoBiz Business_Owner BOFU Seasonal_Urgency HOT

4.15

Theme

Seasonal campaign for SMEs to stock up before the Independence Day 3-day weekend (March 6) — working capital for the sales opportunity, not just "holiday cash."

Why Now

March 6 falls on Friday = 3-day weekend. Major celebrations, parades, family gatherings drive elevated consumer spending. SMEs need to restock NOW. Business_Owner is under-served relative to opportunity.

Target Audience

Business_Owner (market traders, shop owners, food vendors) — "Independence Day weekend is my biggest sales week. I need to stock up."

Channels

Facebook (highest SME reach), Instagram (visual restocking story), TikTok (short video market prep)

Hooks

March 6 weekend coming — stock up with FidoBiz
Independence Day is your biggest sales week. Don't run out of stock.
Your customers are ready to spend. Are your shelves ready?
Chale, the long weekend dey come. Time to restock.
Every empty shelf is a missed sale. Get FidoBiz capital in 5 minutes.

Visual Directions

A: Shop owner restocking shelves in busy market. Tier 1 quality (shop owner = top performer at CPI $0.59).

B: Split before/after — empty shelves → full, colorful shelves. Independence Day flag in background.

C: Short video (15s) — Trader counting stock, shaking head → opens Fido → full shelves, customers arriving. Market sounds, highlife music.

Patterns to Test

urgency, benefit, local

Timing

Launch Feb 17. Peak: Feb 24 – Mar 5. Wind down Mar 7.

Effort

Low — existing shop owner hero templates. UGC video minimal production.

Success Metrics

Primary: FidoBiz LN0 — +15% during campaign window
Secondary: CPI Business_Owner — <$0.75

Handoff to /marketing-ad-pipeline

Product: FidoBiz
Audience: Business_Owner
Exploit: urgency, benefit
Explore: local
Hero: Shop owner restocking, Independence Day energy

4. The Fido Score Journey

Personal_Credit Returning_User MOFU Social_Proof HOT

4.10

Theme

Social proof campaign showing the credit-building journey — differentiating Fido from transactional competitors by emphasizing the relationship and reward system.

Why Now

Reviews praise Fido's reward system. No competitor runs credit-building narratives. Branch users complain about loan amounts REDUCING after early repayment. Clear differentiation angle. Returning_User under-targeted in creative.

Target Audience

Returning_User (LN2-LN5) — "I started small but now I can borrow more because I always pay on time."

Channels

Facebook (carousel), Instagram (before/after), In-app push (remind users of progress)

Hooks

Started at GHS 200. Now I qualify for GHS 5,000. Ayekoo.
Your Fido Score grows every time you pay on time.
Other apps punish you for paying early. Fido rewards you.
From first loan to fifth loan — your limit keeps growing.

Visual Directions

A: Carousel — 4 slides: LN0 (GHS 200) → LN2 (GHS 1,000) → LN4 (GHS 3,000) → LN6+ (GHS 5,000+). Same person, progressively better context.

B: UGC testimonial — real borrower on camera showing Fido app with current score. Vertical 9:16.

Patterns to Test

social_proof, trust, emotional

Timing

Always-on, evergreen. Launch immediately.

Effort

Medium — carousel needs 4 visuals. UGC needs a real customer.

Success Metrics

Primary: Returning_User volume — +5% repeat disbursements
Secondary: New_User sign-ups from this creative — 500+/month

Handoff to /marketing-ad-pipeline

Product: Personal_Credit
Audience: Returning_User (primary), New_User (secondary)
Exploit: social_proof, trust
Explore: emotional
Hero: Progressive journey — small shop → bigger → thriving

Anti-Patterns & Warnings

What NOT to Test This Cycle

Generic "Need Cash Fast?" — Saturated by every competitor. Predatory apps have ruined this angle — now triggers scam associations.

Amount-focused ads ("Get up to GHS 8,200") — Well-tested already (LOW priority in pattern taxonomy). Won't reveal new signal.

Speed-only messaging ("Instant loans!") — Branch/Tala dominate. "Instant" triggers regulatory concerns.

Celebrity/influencer endorsements — UGC from real users outperforms influencer content 8:1 per research.

Competitor Angles to Avoid

"No collateral needed" — Every competitor says this. Saturated. Target demo already expects no collateral from apps.

"Instant approval" — Regulatory risk (prohibited claim). Use "fast decision" instead.

Aggressive collection messaging — Industry-wide harassment crisis. Any hint of pressure will backfire.

Notes for Next Cycle

"One-mistake-blocks-you" objection: Multiple reviews mention permanent lockout after a single late payment. If product addresses this, unlocks a powerful "Second Chance" campaign.
Sound-first creative: Concept #13 scored WARM — untested format for Fido. TikTok is Ghana's fastest-growing platform (2M+ users). Consider a sprint in Q2.
Facebook Groups as OSINT: Reddit/X yielded sparse results. Real conversations happen in Ghanaian Facebook groups and WhatsApp.
KYC data note: BE_KYC_VERIFICATION_RESULT stores country at PAYLOAD:metadata:country (lowercase 'gh'), NOT PAYLOAD:country. Update pipeline_stages.md.

Performance Snapshot

Competitive Landscape

Seasonal Opportunities

Top 3 Highlights

All 18 Concepts — Ranked

Detailed Briefs

Anti-Patterns & Warnings

What NOT to Test This Cycle

Competitor Angles to Avoid

Notes for Next Cycle