The Challenge

Leatherback’s core product gives customers access to a wide selection of African-based currencies and Indian rupee, allowing them to make cross-border payments.

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The company needed to drive brand awareness, develop trust and acquire new users amongst their key target audiences—Indians, Nigerians & Ghanaians who live in the UK and wish to send money abroad.

The Solution

Our solution included a highly targeted marketing strategy to boost brand awareness and capture the attention of Leatherback's key audiences.

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To get to know their key audiences, we delved into the UK's 2021 Census data and identified the postcodes with the highest population of our target audience.

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Armed with this information, we implemented a multi-channel approach, including:

OOH: OOH/DOOH placements and Bus Panels across routes in the target areas.

Linear TV and CTV: Linear TV consisted of 20+ Indian/African ethnic TV channels, and CTV was a mix of targeting a predetermined ethnic audience and a post-code-based audience during ‘football, cricket & cultural’ programmes.

Online: Meta, TikTok and Youtube paid activity—We targeted individuals who recently moved to the UK and/or have specific interests.

This approach allowed us to stack channels nationally and put the Leatherback brand on the map.

The Result

The campaign was a huge success: Leatherback acquired over 2000 weekly sign-ups and a total of 24,000 sign-ups within three months.

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The success of this campaign lies in getting clever about targeting ethnic audiences. Leveraging multiple channels allowed Leatherback to interact with these audiences across multiple touchpoints and stay top of mind.

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