Ekspans –GST & MSME Hub
About the App
IRIS Peridot is a comprehensive solution for GST compliance and MSME growth. Backed by IRIS, a GST Suvidha Provider and Invoice Registration Portal, the app streamlines tax management while empowering businesses with innovative tools such as MSME TV, which offers live expert sessions, scheme updates, and funding insights, and the AI Scheme Matchmaker, which instantly connects businesses to relevant government programs.
Challenges:
- Low awareness among MSMEs, with most users only associating the app with GST filing.
- Expanding perception beyond GST compliance to broader MSME value.
- Driving adoption of new features like MSME TV and AI Scheme Matchmaker.
- Increasing retention and engagement in a competitive fintech and compliance app market.
- Overcoming limited digital literacy among certain MSME segments to ensure smooth onboarding and feature usage.
Our Marketing Solution
DCI implemented a multi-channel marketing strategy focused on acquisition, brand repositioning, and feature adoption:
- ASO Optimization with MSME-focused keyword research and updated app store listings reflecting expanded offerings.
- Paid Campaigns via Meta Ads targeting MSME owners and entrepreneurs, and Google UAC campaigns promoting new features.
- Content & Video Marketing with short explainers on MSME TV and funding opportunities, plus educational compliance content.
- Event-Based Promotions during GST deadlines to boost activity, with webinars and expert sessions promoted via push notifications.
- Engagement & Retargeting campaigns for inactive users, plus incentives for first-time feature users.
Results
The campaign generated over 10,000 installs from targeted ads and organic reach, driving a 35% increase in active MSME users. Engagement with key features saw a 40% boost for both MSME TV and the AI Scheme Matchmaker. Additionally, optimized creatives, precise audience targeting, and high-performing keywords helped achieve a significantly reduced cost per install (CPI).
