The challenge
Microfinance is a trust business with a volume problem. The bank needed to stay continuously visible to two quite different audiences — individual borrowers and small business owners — across a country where media consumption varies sharply by state and by age.
The requirement was not a campaign. It was permanence: a presence that never goes dark, adjusted monthly against evidence, and reported in a form the bank’s own team could scrutinise line by line.
The approach
Always-on, not burst
We plan in four-week flights with weekly frequency per platform, so budget can move between platforms mid-month without going dark anywhere.
Channel mix as a live decision
The plan we started with is not the plan we run now. We added Google and LinkedIn — LinkedIn because the SME audience was reachable there with far better intent than on general social. And we retired X entirely, because it was not returning against the alternatives.
Recommending the removal of a line item reduces our own billing. We recommended it anyway.
Campaign work alongside the retainer
A discrete SME Connect push ran on top of the always-on plan — a one-week high-frequency burst across all five platforms, planned and reported separately so its effect could be isolated.
Why it worked
Continuity compounds. Thirteen months of unbroken presence builds a data asset — audience, creative and platform benchmarks — that a series of disconnected campaigns never accumulates.
The mandate grew because the reporting was honest. A materially larger monthly budget is not won with a good pitch. It is won by showing, every month, what the previous month returned, including the parts that underperformed.