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Background:

A homegrown Indian casino app already popular in parts of South India, set its sights on becoming a pan-India leader. But expansion wasn’t just about media spend.

India’s digital users are diverse across language, tech access, and cultural trust. Traditional performance marketing was hitting a wall, especially outside metro cities. To break through, the brand built a 9-month tier-based, region-first strategy grounded in:

  • Localized influencers (KOLs)
  • Mobile-first channels (WhatsApp, SMS, Meta)
  • Language-personalized journeys
  • Trust-centric onboarding
  • Festival-timed promotions
  • UPI and wallet-based loyalty loops

The campaign’s north star: “Don’t just speak the language. Speak the life.”

Tier-Based Campaign Architecture

Tier 1 | Urban Power Plays

Metro users are savvy, expect polish and performance.

  • Cities: Mumbai, Bengaluru, Delhi NCR, Hyderabad, Chennai
  • Languages: English, Hindi, Tamil, Telugu, Kannada
  • Tactics:
    • Instagram Reels & Carousel Ads with casino KOLs
    • UPI cashback offers, cricket betting integrations
    • High-LTV Meta retargeting
    • App Store push notifications
  • Key Stats:
    • 6.4% CVR from Meta campaigns
    • ₹78 Avg. Cost Per Download (CPD)

Tier 2 | Cultural Converters

Smaller cities need relatability over flash.

  • Cities: Lucknow, Indore, Kochi, Jaipur, Nagpur
  • Languages: Marathi, Malayalam, Gujarati, Bengali
  • Tactics:
    • Festival-based SMS nudges (“Diwali Spins Await!”)
    • Local influencer reels showing game basics
    • WhatsApp Bot Flows with demos in regional scripts
    • Voice-based explainers for app download
  • Key Stats:
    • WhatsApp-to-install CTR: 11.5%
    • Festival promo redemption: 21,400

Tier 3 | Trust-First Acquisition

In rural India, simplicity and credibility win.

  • Regions: Patna, Warangal, Gorakhpur, Bhagalpur
  • Languages: Bhojpuri, Telegu, Odia, Assamese
  • Tactics:
    • Missed-call → IVR callback in local dialect
    • No-link SMS (code-based reward claiming)
    • App APK delivery with <1MB gamified landing page
    • Responsible gaming: 1st time wager protection
  • Key Stats:
    • 28% app installs via IVR
    • Bounce rate reduced from 74% to 38%
    • 70% installs from APK, not app store

Simulated 9-Month Performance Snapshot (National)

MetricResult
📱 Total App Downloads (India)104,300
💬 WhatsApp to Install CTR13.2%
📈 Meta Carousel Ad CVR5.8%
🔁 Referral Share of All Installs31%
🪔 Festival Promo Redemptions22,000
🌐 Regional Languages Activated8
💸 Average CPA (All Tiers)₹84

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