Digital Campaign and Funnel Design for Finovo, a B2B Financial Tech Brand
Project Overview
Finovo is a fictional personal finance app targeting millennials and Gen Z users looking to build better saving habits.
Objective
Increase mobile app downloads and email list subscribers through a lifestyle-focused digital campaign.
Research
Target Audience:
Small business owners and startup CFOs who manage their own books or use outsourced accounting services.
Market Insight:
70% of small businesses lack access to real-time forecasting tools, resulting in cash flow issues and slow growth decisions.
Competitor Review:
QuickBooks and Xero dominate the space, but their analytics features are often underused or misunderstood.
Key Insight:
There’s a gap in the market for AI-powered, decision-focused dashboards that explain financial trends and suggest actions in plain language.
Strategy
The campaign leaned into financial empowerment and simplicity. I designed a TikTok/Instagram short-form video series paired with a downloadable “Budget Like a Pro” guide. This content linked to a visually engaging landing page and welcome email. Designed a 3-step funnel, lead magnet, and 5-email sequence to drive signups for a financial wellness tool.
Visuals
Logo and social templates
TikTok and Instagram post mockups
Budget Guide PDF
Landing page concept
Welcome email with app store links
Projected KPIs
40% conversion from landing page to app downloads
500 new email subscribers in first 30 days
2% increase in user engagement with app within 2 weeks post-download
Reflection
In a real-world test, I’d refine the video hooks to optimize retention rates and explore partnerships with micro-influencers to increase reach.