Peppy Gold – Digital Gold Savings & Jewellery Schemes App – Case Study
About the App:
- Digital gold savings and jewellery schemes platform designed to make gold saving simple and accessible
- Allows users to start saving from as little as ₹100
- Brings multiple jewellers and their savings schemes together in one app
- Enables customers to:
- Explore jewellery savings schemes
- Compare offers from trusted jewellers
- Track real-time gold rates
- Save digitally in gold
- Access sign-up and referral rewards
- Participate in lucky draws
- Access loans of up to 80% of eligible deposited amounts through participating jewellers
- Helps customers explore and choose suitable gold savings plans without visiting multiple jewellery stores
- Focuses on transparency, convenience, and local accessibility
Key Marketing Challenges:
- Build awareness in targeted local markets
- Drive app installs and adoption
- Acquire relevant and high-intent customers
- Overcome limited geographic reach
- Build trust around digital gold savings
- Convert app users and leads into regular gold savings customers
- Reach relevant audiences specifically in Madurai and Trichy
Our Marketing Solution:
DCI implemented a hyperlocal marketing strategy focused on building brand awareness, generating leads, and driving customer acquisition in Madurai and Trichy.
Digital Marketing
- Ran localized social media marketing campaigns
- Used WhatsApp Messenger campaigns to directly connect with potential customers
- Implemented contest-based promotions to increase engagement and brand visibility
- Targeted audiences based on location and customer relevance
WhatsApp Lead Generation
- Used WhatsApp campaigns to generate quality customer enquiries
- Engaged users interested in gold savings schemes
- Nurtured leads through direct communication and follow-ups
- Guided high-intent users toward becoming regular gold savings customers
Offline Marketing – Creative Support
- FM radio promotions
- Newspaper advertisements
- Promotional stickers
- Auto flex advertisements
- Bus flex campaigns
- Promotional flyers and brochures
- TV display creatives
Integrated Approach
- Combined digital advertising, WhatsApp engagement, contests, and offline promotions
- Created strong local visibility across the target markets
- Connected awareness campaigns with lead generation and customer conversion
- Continuously focused on acquiring quality users rather than just increasing reach
Key Impact:
- Generated 5,000+ app installs through hyperlocal marketing
- Generated 600+ quality leads through WhatsApp campaigns
- Converted 200+ users into regular gold savings customers
- Strengthened Peppy Gold’s presence in Madurai and Trichy
- Built greater local awareness and trust around gold savings
- Combined digital and offline marketing to maximize local reach
- Used direct WhatsApp communication to engage and nurture high-intent customers
- Built a stronger local customer acquisition engine for Peppy Gold
Results:
5,000+ App Installs : Generated across the focused markets of Madurai and Trichy.
600+ Quality Leads : Generated through WhatsApp Messenger campaigns across both target cities.
200+ Regular Customers : Successfully converted 200+ users into regular gold savings customers through lead nurturing and follow-up.
2 Key Markets : 36 International Markets : Established stronger brand visibility and customer acquisition across Madurai and Trichy.
