WeMoney Case Study

WeMoney’s success in Australia has been historic. It is rapidly becoming the country’s #1 personal finance management tool and for good reason. The product offers all the finance tools one needs to stay on top of budgets, bills, and subscriptions to keep your money healthy.

Through this growth, WeMoney needed to revamp their creative production processes in order to better accommodate a media buying operation that was set to triple in scale. We at Apollo Growth partnered with WeMoney and helped set up creative processes that have helped churn out performance-based influencer & UGC ads for every channel.

We then helped the team set up weekly creative analysis and launching cadences to implement an organized & symbiotic process for creative production and media buying.

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Product Overview

The social financial wellness app that helps you track and crush debt.

See all of your financial accounts in one place, monitor your credit score and discover ways to pay down your debt faster with better products.

Plus, get support from a growing financial community in WeMoney

The WeMoney app identifies your subscriptions to help you stop paying for things you no longer need.

Your concierge is there when you need them to cancel unwanted subscriptions so you don’t have to.

Key Value Propositions

• Budget Planner
• Net Worth Organizer
• Credit Score Tracker
• Subscriptions Cancelation

Pricing Structure: Freemium, Monthly Paid Subscription

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Goals

• Scale the creative production team & processes to churn out fresh creatives at a weekly cadence based on data learnings

• Shift away from a CAC focus to a ROAS (LTV) focus based on enhanced metrics added to Singular attribution data

• Implement campaign structures that focus on rapid creative A/B testing and scaling

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Growth Philosophy & Implementation

We believe in a holistic approach to Growth, which we helped implement at WeMoney. Every good idea needs to be produced into an ad. Winning ads need to be launched and the appropriate budgets need to be allocated each week. Partnerships with brands and influencers need to be done in parallel. And lastly, data analytics needs to be pristine so that media buyers and designers can understand what’s working and what’s not.

Read our blog on how to approach App Store Optimization in 2023.

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Media Buying & Campaign Management

At Apollo, we believe in a Campaign setup that helps spur rapid creative testing. We achieve this through a unique approach where we separate new creatives into Testing Campaigns and winning creatives in a Legacy Creating.

We couple this approach with a concentrated effort to produce 3-5 fresh creatives to test per week. Additionally, we run weekly programming meetings where we reviewed creative winners and determined which creatives to launch next. This allowed the whole team to be in-sync and communication flowed well.

Budget re-allocations happened at a weekly, sometimes 2x per week level, keeping the campaigns nimble and kept bad creatives spending at a minimum.

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Creative Production

We worked with the existing team of designers and producers and created an organized workflow to manage the entire process. In general, all creatives went through a process that looked something like:

1. Ideation
2. Storyboarding
3. Production
4. Review
5. Release
6. Launch

We built this Creative Production flow out in AirTable and tied it together with a Creative Launchpad view which helped lay out all the different creative ideas along with its versions to launch across all paid social channels. This organization was key to improving workflows and making sure the right types of new ideas and iterations were making it into the creative production queue.

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