1) The document outlines a campaign strategy to get 10,000 new users to join uPay via a uEarn referral link and actively transact through the app. 2) Behavioral research on similar economies found that people stick to default options unless too difficult, and the largest segment are "hidden defectors" who use other apps for additional features. 3) Reframing the referral action from "make money" to "support loved ones" and rewarding both referrer and referee increased sharing of the affiliate link.

1. UPay - UEarn
Campaign Strategy
Prepared by

2. What you want to achieve
10,000newuserswhojoineduPayviaa
uEarnreferrallink.
Theywillbeactivelytransactingviatheapp.
2

3. Over the past 2 weeks,
3
Welookedatbehaviouralresearch
fromcountrieswithsimilar
economic/socialbackgrounds.
Analysed
your
competition.

4. and found
out things…
4
Peoplesticktothedefaultoption
unlessitis
toodifficulttouse.
Finding #1
The app given by their bank is the default option.

5. 5
Thelargestbehaviouralsegment
arethehiddendefectors.
Finding #2
They use another (usually an open wallet) for additional features.

6. 6
Thereare3primaryreasonsfor
hiddendefection.
Finding #3
Perceived ease of use
Perceived usability
Word of mouth

7. 7
03 behavioural segments.
Uses
uPay
Usesapp
issuedby
theirbank
Noapp.
Transacts
online.
Engage them
aggressively
Give them
reasons to defect
Give them reasons
to adopt.

8. Then, we asked some
people why they wouldn’t
use the uEarn feature.
8

9. 9
“Thereisamobilewalletthatpaysyouwhenyou
refertheapptoothers”
“Butthepersonyoureferitto,hastodownloadthe
app,signup,anddoatransactionbeforeyouget
paid”

10. 10
MOTIVATION TO SEND THE LINK:
Making Money.
Recurring source of income.
FRICTION:
“It’s too much work” (Perceived effort)
“Why would people listen to me?” (Uncertainty)
“Why would I do all of this to earn
small amounts of money?”

11. 11
LET’S ROCK THE BOAT
A LITTLE?

12. 12
When we reframed the action from
“send this link to other people so that you can make money when they spend” (6/20)
to
“Support your loved ones by sharing the uPay convenience with them. We will
reward you for your good intensions everytime they use uPay” (11/20)
More people shared the affiliate link.

13. 13
We told one of our groups that
uPay has the highest number of
features for any mobile wallet in SL.
& that they will get 50 rupees
(when the requirements are completed by the receiver)
We told the other group that
uPay has the highest number of features for any mobile wallet in SL & that
they will get 30 rupees and the receiver will
get 20 rupees
(when the requirements are completed by the receiver)
9/15
14/15

14. 14
This informed our strategy.
The problem:
They are uncertain whether
people will fulfil the requirements. They don’t want to
look desperate by
forcing them.
Insight:
We like rewards
better when we
feel like we
earned it.
Edge:
The app that
rewards them when
they reward their loved ones.

15. 15
Strategy:
THEUEARNLINK
ISAGIFTTHATGROWSRELATIONSHIPSSTRONGER.
RELATIONSHIPSSTRONGER.

16. 16
Idea
THE STRONG-EST
LINK.