Case Study
Hubble
How We Helped Hubble Build a Low-CAC, High-Intent User Engine in a New Fintech Category
Hubble, a fintech app offering a smarter way to save and spend across 100+ top brands, entered the market with a distinctive proposition: load funds in advance, get up to 10% extra on every transaction. This required user education, trust-building, and activation — all in a category where users are wary of prepayment models and unfamiliar value structures.
Key Business Challenge
Hubble wasn’t just launching an app — it was creating a new mental category. The challenge was to build awareness, validate user cohorts, and drive low-CAC installs at scale without sacrificing quality or intent to transact.
Before Scaling We Conducted
A Detailed Diagnostic Exercise
Category Ambiguity
Users didn’t fully grasp the difference between Hubble and cashback wallets or savings apps. This slowed install-to-activation journeys.
Delayed Value Realization
The perceived benefit of “extra value on brand spends” required explanation — users needed multiple exposures to unlock action.
Early CAC Volatility
Initial CPI hovered around ₹70–₹80, with poor install-to-active-user conversion due to unclear positioning and broad audience targeting.
A Full-Funnel Rethink
Not Just A Tactical Deployment
Narrative Testing
Ran controlled campaigns with different messaging arcs: “iPhones & more at never before prices,” “smart saving,” “extra discounts, always,” and “save INR X per month.” This helped isolate the highest-converting proposition for each user intent cluster.
Media Mix Design
Focused 75% spend on Meta (Instagram Reels + Story formats) for discovery and education, with UAC campaigns on Google layered later for conversion-heavy cohorts.
#ROI
Strategic Framework
We architected the growth strategy across 4 focused pillars.
Audience Segmentation
Built distinct cohorts — value hunters (deal-seekers), premium shoppers (Zara/Nykaa customers), and fintech adopters. This allowed us to personalize ad journeys while minimizing wastage.
Activation-Led Retargeting
Retargeting wasn’t just based on app install — we built layers based on event depth (store page views, signup drop-offs, inactivity windows), nudging users toward first transaction triggers.
Over 3 quarters, we progressively shifted from broad acquisition to precision-led cohort targeting. Messaging matured from generic “save more” claims to contextual brand-aligned propositions (“Extra 10% on your Zomato spends” etc.). As user understanding improved, CPI compressed and quality of installs rose sharply.
Within 9 Months of Launch
Here Were Our Results
Early adopters had a 64% activation within 30 days — significantly higher than fintech app benchmarks.
Most transactions came from new-to-category users, indicating success in category creation — not just share-shift.
Our Learnings
We Don't Just Run Campaigns
We Solve Adoption Architecture for New-Economy Brands
Early-stage positioning is not about scale — it’s about narrative-market fit.
CAC compression isn’t driven by volume — it’s driven by segment clarity.
In new categories, the best-performing messages are often not what the founders expect — only structured experimentation reveals the truth.
Retargeting without deep event segmentation is a wasted lever for fintech apps.
For us, paid media isn’t about spend. It’s about creating behavioural momentum that converts.