Background
About Fewcents
Fewcents paywall allows users to micro-access individual articles, videos, and podcasts for small and easy payments. Fewcents Rewards enables brands to target audiences and sponsor instant micro-access if the user opts-in to share data with the sponsoring brand.
About the Publishers
BQ Prime is an Indian business and financial news organization that has established a news and perspective service providing insightful coverage of the Indian economy, business, international financial markets, law, and policy.
Founding Fuel is a media and learning platform that serves a community of entrepreneurial leaders with premium multi-media stories and insightful conversations on leadership, entrepreneurship, innovation, technology, and growth.
About the Sponsoring Brand
IIM Lucknow is a premier management institution in India, providing education in the field of management through its world-class courses.
The Challenges
For the Publisher
Monetising content has been a well-known struggle for all digital publishers. Micro-access has already improved monetization by providing high yields. However, there are still a large number of users who want to access the content but are abandoning the cart.
For publishers, the challenge was to get a higher percentage of users to complete actions on their paywalls.
For IIM Lucknow
The management institution, IIM Lucknow, wanted to target and collect relevant leads from senior working professionals who could be interested in its executive education program.
With existing solutions, audience match has been a struggle, the quality of data has been low, but the costs are high.
The Solution - Fewcents Rewards
Fewcents Paywall on Founding Fuel and BQ Prime
For the Publishers
Fewcents Rewards boosted user conversions with no extra integration effort. It allowed users to access premium content by sharing their first-party data with the sponsor.
This feature reduces user friction and converts many more users since they can access the content with a few clicks for free.
For IIM Lucknow
Fewcents was able to find a match between IIM Lucknow's target group and audiences of BQ Prime and Founding Fuel - experienced, working professionals who may be interested in executive education.
With Fewcents Rewards, IIM Lucknow was able to put its message across to the right set of users and was able to collect data by rewarding instant micro-access to content.
The Rewards feature made lead generation quick, simple, and cost-effective, with explicit consent from the users.
Approach
- Targeting the Fewcents Rewards campaign through a simple checkout page on the Fewcents platform;
Users can unlock by sharing data or with Micro-payment
Easy setup & geo targeting with Fewcents dashboard
- Easy to set up & geo-targeting - Through the Fewcents dashboard, the entire process is easy to set up, with an option of custom forms for lead generation;
Easy setup & geo targeting with Fewcents dashboard
- Using geo-targeting, brands can get at the forefront of the most appropriate audiences for maximum resonance and impact;
- No additional integration is required by the publishers to use the Rewards feature;
- Fewcents is privacy compliant and holds data security in high regard.
The Results
Fewcents Rewards has been a win-win-win solution for the publishers, the brands, and the users. The publishers have found a way to super-charge conversions, the brands have generated quality leads at a reasonable cost, and users have found a frictionless way to access premium content.
Publisher
Conversions shot up for both publishers:
- BQ Prime conversions increased by 4X
- Founding Fuel conversions increased by 15X
“Fewcents Rewards opened up a new revenue stream through an easy to implement feature. There was no extra integration effort and we saw a 4x increase in paywall conversions.”
- Niyati Rajput, Subscription Lead, BQ Prime
"The Fewcents Rewards campaign has created a win-win for our users and us. While it enabled free access to a select set of premium stories for our users, we saw a significant uptick in trials and conversions. We see the rewards campaign as an important step in our journey of building a sustainable digital publishing model."
- Indrajit Gupta, Co-founder & Director, Founding Fuel
Advertiser
- 90% of the leads were verified as high quality, and only 5% were incorrect data
- Low cost
- High ROAS
“It has been a pleasure working with Fewcents in the last quarter. The leads we received were of high quality and low cost. The team’s immense support and agile responses made the campaign a success. Their work with us on the website and Internet marketing has made a significant difference to our business.”
- Vivek Soni, Sr. Delivery Manager, U2opia Mobile Pvt. Ltd.
*U2opia is a digital marketing agency for the campaign sponsor, IIM Lucknow
Learnings
- Mapping of the brands to the relevant publishers, where the target group match is critical for delivering value to all the stakeholders.
- Easy-to-navigate, simple, and user-friendly forms lead to minimal drop-offs from users.
- Quick processing of the leads - It was vital for the advertiser to contact all new leads quickly and with context of the claimed reward.
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