Acquiring high-value users for Tokocrypto with predictive analysis and lowering customer acquisition costs

As the crypto industry experienced a global boom in late 2021, Tokocrypto, an Indonesian-based crypto trading app, faced the challenge of sustaining growth amid increased market volatility in early 2022. To tackle our goals, we focused on the following:

• Not just the number of new users but also those who successfully completed registration and were nurtured to KYC completion, i.e., CRO (Conversion Rate Optimisation) tactics.
• Not just the number of trading users but also the number of users completing registration and KYC steps in the journey, i.e., cross-sellability.
• Not just cost per download but also driving down the Customer Acquisition Cost (CAC).

The strategy began with targeting a broad audience and refining actions based on gathered insights. Additional factors like offline and online behavior were considered, focusing on a mid to high affluence demographic in Jakarta and Java. Customized creatives were produced to align with specific audience segments, and programmatic affiliate channels were utilized to build look-a-like audiences. Predictive analysis models, behavior-based targeting, and device-based targeting were employed for optimization.

• Silver in Excellence in Data-Driven Marketing & Consumer Insights category at Marketing Excellence Awards 2022
• Gold in Excellence in Mobile Marketing category at Marketing Excellence Awards 2022