CONNECTED TV · HOUSEHOLD SYNC
User acquisition without post-install quality is media spend wasted. Happy Ads cut underperforming sub-sources within 7 days, retargeted KYC drop-offs, and scaled JazzCash's active user base by half a million in one year.
The Challenge
JazzCash — Pakistan's largest mobile money platform with 30M+ registered users — operates in one of the world's most competitive fintech markets. With Easypaisa as its primary direct rival and multiple banking apps fighting for smartphone users, the cost of acquiring a new active account was rising every quarter. The acquisition market had become pay-to-play, and the risk of paying for installs that never activated was increasingly real.
The challenge was structural: standard CPI (Cost Per Install) campaigns optimise for the download event — not for account activation, KYC completion, or first transaction. In Pakistan's mobile money market, the friction between install and activation is significant. Users download the app, encounter the KYC (Know Your Customer) identity verification process, and drop off. An install that doesn't activate is a sunk cost.
JazzCash's target was growth that counted — 500,000 net new accounts in 12 months, defined by activation (first login + KYC completion), not by install. The media partner needed to manage full-funnel attribution, cut underperforming sub-sources in real time, and build separate creative and channel strategies for three distinct audience segments: first-time smartphone users, mobile banking switchers, and small business merchant accounts.
The Solution
Happy Ads ran a multi-channel user acquisition funnel across programmatic display, in-app video, and social inventory — with AppsFlyer attribution tracking every install and post-install event from first open through KYC completion and first transaction. The funnel was built across three audience segments: first-time smartphone users (simplified onboarding creative, focus on ease of use), mobile banking switchers (feature comparison creative highlighting JazzCash's superior transfers and merchant network), and merchant acquisition (B2B-adjacent creative targeting small business owners in Tier-1 and Tier-2 cities).
The defining operational principle was activation-first optimisation: any sub-source delivering installs that failed to activate within 7 days was cut from the media plan within the same week. This required daily attribution reporting from AppsFlyer and a media management workflow that could act on signals in near-real-time. The result was a constantly refining acquisition funnel that concentrated spend on the sub-sources and creative combinations producing the highest activation rates, not just the lowest CPIs.
Retargeting campaigns ran for users who dropped off at the KYC stage — the most common abandonment point in Pakistan's mobile money onboarding. KYC retargeting creative acknowledged the friction ("Finish setting up — it takes 2 minutes") and drove re-engagement among users who were clearly interested but had hit a barrier. This mid-funnel retargeting layer was responsible for a meaningful share of total activations.
Key Results
500K+
Net New Active Accounts
12
Months to Scale
<7 days
Sub-Source Cut Cycle
Full funnel
Install → KYC → First Transaction
Key Insights
01
02
The KYC (Know Your Customer) verification step is where Pakistan's mobile money platforms lose the most users. The form is long, the document scanning is unfamiliar, and the patience required exceeds what most new users are willing to extend in a single session. Happy Ads' KYC retargeting layer — targeting users who had installed JazzCash and begun KYC but not completed it — recovered users who were already converted on intent but had hit a process barrier. This retargeting campaign cost a fraction of new user acquisition but drove activations at lower CPA than any first-touch channel.
03
First-time smartphone users, banking switchers, and merchant prospects are not the same audience. They have different awareness levels, different objections, different decision timelines, and respond to entirely different creative messages. Running a single creative across all three segments — as many UA campaigns in Pakistan do — produces average results for none of them. The segmented creative approach on JazzCash allowed each audience segment to receive a message matched to their specific stage of the adoption journey, producing higher activation rates across all three cohorts than a unified approach would have generated.
