Cracking a Niche Audience for Earned Wage Access (EWA)

Industry: Fintech | HRTech

Market: Pakistan

Challenge

The client’s Earned Wage Access (EWA) product faced low awareness in Pakistan and was often misinterpreted as a loan service. The niche B2B audience, primarily HR leaders, was difficult to reach due to LinkedIn’s limited data accuracy and Meta’s AI favoring mass-market audiences. The challenge was to build awareness, generate qualified leads, and refine positioning for a longer sales cycle within a short campaign period.

Our Approach

Audience Optimization:
A/B tested between Matched Audience lists and Predictive Audience targeting. Optimized Predictive Audience targeting, using enriched data with LinkedIn filters to reach HR decision-makers in manufacturing, retail, food, and financial sectors.
Channel Mix
- LinkedIn Sponsored Messaging Ads (Forms + Website CTAs) to generate direct leads.
- Meta Reels & Static Ads for broad awareness and brand visibility.
- WhatsApp & Email Nurturing to stay top-of-mind for high-quality leads.
Creative Direction
- Introduced HR persona-based DVCs and messaging that positioned EWA as a “retention and productivity tool,” not a loan product.
- Optimized ad hooks to deliver impact within 5 seconds based on Meta’s engagement analytics.
Nurturing Strategy
Implemented structured follow-up and WhatsApp nurturing to re-engage managerial leads and move them into active pipeline stages.

Impact

Sizable Number of Leads generated through LinkedIn and Meta
25% to 30% C-Suite Leads, exceeding industry benchmarks.
25%+ engagement rate for Meta ads
Established brand recall and improved perception of EWA as an HR benefit.

Find Out What to Expect

Why This Project Matters

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Testimonials

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Cracking a Niche Audience for Earned Wage Access (EWA)