Xpress Money decided to begin the New Year by helping the underprivileged in society as part of H.O.P.E, their consolidated sustainable corporate responsibility platform.

1. Overview:
Xpress Money decided to begin the New Year by
helping the underprivileged in society as part of
H.O.P.E, their consolidated sustainable corporate
responsibility platform. Gozoop suggested
leveraging the strong Facebook community of
Xpress Money and bring users together to help
Xpress Money donate an amount towards a noble
cause.
Background:
Gender disparities in India continue to exist,
where out of a 100 girls below poverty line, only
19 girls reach class V. Xpress Money decided to do
their bit towards bridging this gap to empower
the girl child.
Concept:
Gozoop developed a Facebook game in which
users had to compete against each other to score
highest points by assembling a jigsaw puzzle. It
was pledged to the users that Xpress Money will
donate 1/3rd of the highest score towards the
education of underprivileged girl children. By
playing the game each user brings Xpress Money
1 step closer to helping young girls who are
deprived of basic rights like education.
Approach:
Xpress Money acquired over 2900 fans and
promoted the contest via Facebook ads and
engaging wall posts.
XpressMoney posted emotionally
appealing content
Strong call to actions accompanied
visually appealing creative
They used Facebook Marketplace ads and
Promoted post
Results:
11302 game plays
2915 fans added
Promoted post ads in Newsfeed received 22x
higher click through rate than ads on the right
hand side
“We have been deeply engaged with the
community as a brand and are constantly
looking to extend a helping hand to the needy
whenever possible. H.O.P.E is our
consolidated effort to try and bring about a
societal change; this was a small initiative in
the realm of bigger plans. We are also very
engaged with the community that visits our
official social media pages and are happy that
the Jigsaw puzzle helped us achieve customer
engagement for a good cause. Social media is
a great platform to harness positive change,
and we will continue to innovate with more
such initiatives in the future that marry social
media with societal change.”
- Mr. Vinesh Nair,
Vice President - Global Marketing and Corporate
Communications, Xpress Money