Growing an African Fintech's Social Audience from 45K to 100K

The Problem

Mama Money needed to grow its user base and social presence across South Africa while operating on a fintech marketing budget. Attribution was hard to measure across paid, organic, and influencer channels.

The Approach

• Ran multi-channel acquisition and lifecycle campaigns across SEO, PPC, paid social, email, push notifications, SMS, and blog content
• Built a UTM and event-tracking framework that could measure influencer campaign ROI down to individual creators
• Coordinated content across a network of agents on the ground, ensuring brand guideline compliance
• Owned brand protection: shut down duplicate and unofficial accounts to protect brand equity

The Result

Grew Facebook audience from approximately 45,000 to 100,000 followers (+122 percent). Contributed to measurable new-user acquisition growth. Established measurement patterns that made channel-level ROI visible for the first time.