Fido Ghana — May 2026 Growth Plan

May LN0 Target

26,402

+0.7% vs Apr target 26,214

31-day month

Proposed Budget

$132,000

+$930 vs April plan

CAC hold $5.00

Daily Target (weekday)

975

Weekend: 633 · Holiday: 584

31-day pace

Daily Budget (weekday)

$4,875

Weekend: $3,165 · Holiday: $2,920

Weighted

CleverTap Journeys

7 Live

J01–J03, J04, J05, J06, J08

+700–1,100 LN0 lift

🤖CleverTap Journey Engine — Phase 1 Live (May 2026)

🟣

New in May: Phase 1 CleverTap journeys (J01–J08) are live. These run in parallel to all paid channels — automated push + SMS at the right funnel moment. Combined expected lift: 700–1,100 incremental LN0/month at near-zero marginal cost (~$0–2 CAC). Journey-attributed LN0 should be excluded from paid CAC calculations — track separately in CleverTap analytics.

Pre-L0 Acquisition Journeys

Journey	Trigger	Est. May LN0 Lift
J01 Reg→KYC	Signup event	+2–3% KYC rate
J02 KYC→Survey	KYC verified	+1–2% survey rate
J03 Score→L0	Score ≥270	+400–600 LN0
J04 Ineligible	Score <270	+100–200 (lagged)
J08 KYC Failed	KYC failure	+150–300 recovered

Key: J03 is highest ROI — users already approved, just haven't taken the loan. T+1h push → T+25h SMS → T+3d SMS → T+7d final.

Post-L0 Retention Journeys

Journey	Trigger	KPI
J05 L0 Onboarding	L0 disbursed	L1 reborrow rate
J06 Post-Repay	Loan repaid (LN1+)	Reborrow within 7d

Guardrail (CRITICAL): DPD >0 = immediate journey exit. Collections owns all DPD messaging. Marketing must not contact any user with active DPD.

Global CT frequency cap: 3 messages / 7 days enforced at platform level. No user receives >3 automated messages per week across all journeys.

Journey Monitoring — May

📊 Weekly CT report: journey entry volumes, CTR, L0 conversion per journey
🔍 J03 holdout check (10% control) — confirm uplift is real
⚠️ Opt-out rate alert if any journey exceeds 3% (J01) or 2% (J08)
🔗 UTM tracking: all journey deeplinks tagged utm_source=clevertap&utm_medium=journey&utm_campaign=[J0X]-gh-may26
🚨 If J01 KYC rate <35% by May 15 → review T+55min timing and SMS fallback
🚨 If J03 L0 rate <8% → check entry trigger latency (target: <10 min from score event)

📅Daily Pace Calendar — May 2026 (Ghana)

ℹ️

Pace model: Weekdays ×1.0 = 975 LN0, Weekends ×0.65 = 633, Holidays ×0.60 = 584. Workers' Day (May 1) is a holiday — depress traffic 40%, compensate Wk 2 by +15% on UAC caps. Salary cycle (May 25–31) is historically peak — hold budget for final sprint. Total 31-day pace = 26,414 (12 buffer over 26,402 target). Today is highlighted in yellow.

Date	Day	Type	Daily LN0	Cumulative LN0	% of Target	Daily Budget	Cum. Budget	Daily Reg	Cum. Reg	Daily KYC	Cum. KYC	Key Activity / Event

🔴Google — New Campaign Structure (May 2026)

⚡

Restructured from April: Legacy "L0 Signals" campaign fully killed. Dynamic ROAS L0 is the single primary acquisition vehicle. Added GH App Purchase as a parallel volume driver. PMAX retained for brand/FidoBiz. All incremental budget goes to Dynamic ROAS L0 cap.

May Google Budget: $74,500 · Avg $2,403/day

Campaign	Budget	% of Google	LN0 Target	Target CAC
UAC Dynamic ROAS L0 (Primary)	$44,700	60%	5,900	$7.58
UAC App Purchase — GH	$22,350	30%	2,700	$8.28
PMAX Ghana (Brand + FidoBiz)	$7,450	10%	900	$8.28
TOTAL Google	$74,500	100%	9,500	$7.84

Daily Run Rates by Day Type

Day Type	Daily Spend	Expected LN0	Conv Rate	Notes
Weekday	$2,850	637	10.5%	Dynamic ROAS primary; scale if CPA <$7
Weekend	$1,850	413	10.2%	Maintain auto-bidding; no manual adj
Holiday	$1,680	380	10.0%	Reduce cap May 1; recover May 4–7

🔑 May Google triggers:

May 1 (Workers' Day): reduce UAC daily cap by 40%; recover May 4–7 at +20%
If CPA >$9 by May 10 → consolidate App Purchase into Dynamic ROAS
May 25–31 (salary cycle): increase Dynamic ROAS cap by +25%
If LN0 pace <80% by May 14 → pull reserve into Dynamic ROAS (+$3K)

🔵Meta — New Campaign Structure (May 2026)

💡

Updated from April A/B results: Scale the April A/B winner (Salaried Workers creative won vs Unbanked control). Add Workers' Day seasonal creative (May 1–14 only). Restructured into two campaigns: App Purchase (performance) + Retargeting (warm audiences). Budget up $430 vs April to fund Workers' Day creative flight.

May Meta Budget: $25,500 · $823/day avg

Campaign / Adset	Budget	LN0 Target	Notes
Campaign 1: GH App Purchase	$20,400	1,120	Primary acquisition
└ Salaried Workers (Apr winner — scale)	$8,160	450	Proven creative, expand audience
└ Mid-income Unbanked (scale)	$6,120	335	Apr A/B challenger scaled to winner
└ Workers' Day Seasonal (May 1–14)	$4,080	225	"Celebrate your hustle" creative · 2-week flight
└ Small Business Owners	$2,040	110	Restocking season ahead — test
Campaign 2: GH Retargeting	$5,100	280	Warm / high-intent audiences
└ KYC Started, Not Completed	$2,550	140	High intent, stalled — rescue
└ Score Eligible, Not Disbursed	$2,550	140	Approved users who haven't drawn down
TOTAL Meta	$25,500	1,400	CAC: $18.21

Daily Run Rates + Creative Schedule

Day Type	Daily Spend	Expected LN0	Conv Rate	Focus
Weekday	$975	89	11.0%	App Purchase primary + retargeting always-on
Weekend	$633	57	10.5%	Brand + retargeting, reduce acquisition
Holiday	$570	50	10.2%	Workers' Day creative heavy-up (May 1)

🔑 May Meta creative schedule:

Wk 1 (May 1–7): Launch Workers' Day creative — "Celebrate Your Hustle"
Wk 2 (May 8–14): Scale April A/B winner (Salaried Workers). Pause loser by May 10.
Wk 3 (May 15–21): Introduce small business "restock" creative for June preview
Wk 4 (May 22–31): Salary-cycle creative — "Salary in? Fido has your back"
All creative assets → Google Drive $DRIVE_MARKETING. Never CF Pages for images.

🌱Organic Traffic — Targets & Levers

April Organic Baseline (est.)

Organic LN0 (Apr est.)	~10,200
% of total LN0	~39%
Daily organic LN0	~340/day
KYC→L0 conversion (organic)	~16.6%
Journey-attributed LN0 (new)	~700–1,100

Sources: Play Store discovery, direct app opens, word-of-mouth, SEO blog, referrals, CleverTap journeys.

May Organic Target

Target organic LN0	10,600 (+4%)
Journey contribution	800–1,000 (within organic)
Daily target (excl. journeys)	~315/day
Weekday target	~374/day
% of May total	~40%

Organic is "free" LN0 — protect it. Journey lift is included here. Paid needs to deliver ~15,800 LN0.

Organic Lift Levers (May)

📝 Publish 2 SEO posts: "school fees loans Ghana" + "Workers' Day cash"
📱 Play Store listing update — new May screenshots + holiday copy
🤝 Referral push via J03 + J06 referral CTA branches (see Journey Engine)
📣 Workers' Day influencer co-tagging (May 1–3)
🌍 Africa Day awareness post (May 25 — social/blog, no paid)
⭐ Play Store review ask in J05 L0 onboarding push (T+24h node)

🏪Offline Activities & Partnerships Timeline

MoMo Agent Network — Accra, Kumasi, Takoradi

Week	Activity	Budget	Est. LN0
May 1–4	Workers' Day QR push: brief agents on "Celebrate your hustle" copy. Accra Circle + Makola 50 agents.	$450	~60
May 11–15	Kumasi Suame + Kejetia 30 agents. Mid-month refresh: new QR cards with May copy.	$450	~50
May 25–31	Salary week: bonus incentive for top agents (≥10 signups/week = GHS 30 bonus). Takoradi expansion pilot (20 agents).	$900	~90

MoMo Agent CAC: ~$9.00 · Target 200 LN0 from agents in May · Track via unique referral codes per agent.

Radio, Influencers & Events

Channel	Schedule	Copy Theme	Budget
Joy FM + Citi FM	May 4–31 · 2× 30-sec/day · 6–8am + 5–7pm	"Cash in 2 mins — dial 99841#"	$800
Nano-influencers (5×)	Wk 1–2 (May 1–14) · TikTok/IG	"Celebrate your hustle with Fido"	$600
Mid-tier influencers (2×)	Wk 3 (May 18–22) · Facebook	Video testimonial — salary advance	$600
Community FB pages	Wk 4 (May 25–31)	Salary week — pinned post + USSD	$300

All influencers: unique UTM. utm_source=influencer&utm_medium=social&utm_campaign=gh-may26_[name]

Radio unique USSD codes: Joy FM = *998*41#, Citi FM = *998*42#, Asaase = *998*43# (maintained from April).

📨Full Blast Schedule — May 2026

📋 Blast Audience Guide — who is each channel targeting?

Infobip flows — our registered users (warm DB)

People already in Fido's database, segmented by where they dropped off. Not cold — they know us.

Eligible→No LN0: Passed KYC + credit scoring, were approved for a loan, but never drew it down. Highest-intent segment (~5,000–8,000 users).
Reg→No KYC: Downloaded app + created account, but never completed identity verification (~18,000–20,000 users).
KYC→No Score: Passed face ID, hasn't completed the eligibility survey (~10,000 users).
EasySave: Existing repeat customers (LN1+) who have never used the savings feature. LTV play — not LN0.

AT nurture — our registered users (D+5 warm)

People who registered in the last 5 days and haven't taken a first loan yet. Pulled from our DB by signup date. Not cold strangers — they've been through onboarding but stalled.

Query: registered_at BETWEEN [date-5d] AND [date-1d] AND loan_count = 0

Audience per send: ~2,000–3,000. Suppress anyone who received an Infobip flow in the prior 48h (see frequency rules below).

AT cold / RCN / TSMS — external cold audiences

People not in Fido's system at all — sourced from telco / aggregator databases. No prior relationship with Fido.

Africa Talking cold: AT's Ghana subscriber DB (~100K per send).
RCN: RCN aggregator network (~900K per send — broad reach, lower intent).
TSMS: TSMS aggregator DB (~200K per send).

All three require DNC cross-check in Snowflake before sending. These are awareness plays — LN0 conversion rate will be low; measure via attributed smartlink installs.

MTN SMS (TSMS blasts) — telco subscriber base

Sent via MTN's own SMS gateway to MTN subscribers who match demographic filters (age, region). Not our database — MTN's. We don't have individual identities; it's a telco broadcast.

Audience: ~500K per blast. Targeting criteria set at campaign level — typically age 22–45, Greater Accra + Ashanti. CTA is USSD dial (*998*8#) or smartlink.

⚠️

All blasts require UTM tagging before sending. Coordinate exact copy and send-time with @team at least 48h before blast date. Confirm audience sizes in Snowflake before budget commitment. May 1 Workers' Day — use "Celebrate your hustle" hook across all scheduled May 4–5 blasts.

Date	Day	Channel	Flow / Target Segment	Est. Audience	Copy Theme	CTA / Deeplink	Est. LN0	Est. Cost
May 4	Mon	MTN SMS (TSMS) #1	MTN subscribers — month launch	~500k	"Fresh May start — cash in 2 mins, dial now!"	9988# or smartlink	~250	$825
May 4	Mon	CT C1 — Referral Push #1	LN1+ · no DPD · push-opted-in · not in active J03/J06 window	~30,000–60,000	"Invite a friend, earn GHS [X] — share your code now"	app.fido.money/referral	Referral acq.	$0 (CT owned)
May 5	Tue	Infobip — Eligible→No LN0	Verified eligible, never disbursed	~5,000–8,000	"Your credit is ready — take it now"	app.fido.money/apply-now	~750–1,200	$700
May 5	Tue	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast · May fresh	Smartlink + UTM	—	$92
May 5	Tue	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
May 5	Tue	Infobip M2 — Score Reset #1	LN1+ users whose score was reset before automation; never re-notified. Export from Snowflake: score_reset_date < automation go-live AND no subsequent disbursement AND no recent CT entry.	TBD (backlog)	"Your Fido credit score has been updated — open the app to check your new limit" + deep link	app.fido.money deeplink	Reactivation	Infobip CPM
May 6	Wed	USSD Blast	New MTN subscribers (last 30 days)	~8,000	"New to MTN? Get instant cash" via 9988#	USSD 9988#	~130	$300
May 6	Wed	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
May 6	Wed	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 6	Wed	Infobip M1 — USSD KYC #1	Users who registered via USSD (713#) and are not in CleverTap* — no app, no push token. Goal: drive them to complete USSD KYC. Fresh list from Snowflake (remove anyone who completed KYC since last export).	TBD (Snowflake pull)	"Complete your Fido verification — dial *713# now. Takes 2 minutes."	USSD *713#	KYC completion	Infobip CPM
May 7	Thu	Infobip — Reg→No KYC	Registered, KYC incomplete	~18,000	"Complete your ID — 2 mins to cash"	app.fido.money/verify-identity	~500–700	$700
May 7	Thu	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 7	Thu	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 8	Fri	Africa Talking SMS — nurture	D-5 from May 3 signups	~2,000	"Still need cash? Your Fido offer still active"	Smartlink + UTM	~45	$250
May 8	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 11	Mon	MTN SMS (TSMS) #2	MTN subscribers — refresh blast	~500k	"No wahala — cash in 2 mins. Dial now!"	9988# + smartlink	~250	$825
May 11	Mon	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 11	Mon	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
May 11	Mon	CT C1 — Referral Push #2	LN1+ · no DPD · push-opted-in · not in active J03/J06 window · not sunsetted (0 opens in 4 consecutive weekly sends)	~30,000–60,000	"Know someone who needs quick cash? Share Fido — earn GHS [X]"	app.fido.money/referral	Referral acq.	$0 (CT owned)
May 12	Tue	Infobip — Eligible→No LN0	Eligible mid-month FOMO	~5,000–8,000	"Your limit available — don't let May pass you by"	app.fido.money/apply-now	~750–1,200	$700
May 12	Tue	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 12	Tue	Infobip M2 — Score Reset follow-up	Users from May 5 M2 send who did not open the app within 7 days. 1 final SMS then remove from manual list. Do not send if app opened.	Subset of May 5 list	"Still there — your new Fido limit is waiting. Open the app today." + deep link	app.fido.money deeplink	Reactivation	Infobip CPM
May 13	Wed	MTN BC (Branded Caller)	MTN subscriber base	Broad	Jingle: "Fido cash — fast, no paperwork"	9988#	~80	$525
May 13	Wed	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 13	Wed	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
May 13	Wed	Infobip M1 — USSD KYC follow-up	Users from May 6 M1 send who still have no KYC completion event after 7 days. Export fresh list from Snowflake — remove anyone who completed KYC between May 6–12. Final attempt; then remove from list for 30 days.	Subset of May 6 list	"Last reminder — dial *713# to verify your Fido account and unlock your cash."	USSD *713#	KYC completion	Infobip CPM
May 14	Thu	Infobip — EasySave	App users not using EasySave	~35,000	"Earn 10% on your savings — starts at GHS 20"	app.fido.money/savings	LTV uplift	$1,200
May 14	Thu	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 14	Thu	CT C8 — Eligible→No L0 (post-journey)	Users with score ≥270, never took L0, AND no J03 message in last 30 days (journey sunsetted them). Push to push-active; SMS fallback for push-inactive (no push open in 30+ days). This replaces the old "all reg completed but no L0 — monthly" campaign.	J03 sunset cohort	Push: "GHS [X] is still waiting for you — school fees? emergency? it's yours." · SMS fallback same angle	app.fido.money/apply-now	~200–400	$0 (CT owned)
May 15	Fri	Africa Talking SMS — nurture	D-5 from May 10 signups	~2,000	"Still need cash? Your Fido offer active"	Smartlink + UTM	~45	$250
May 15	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 15	Fri	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 18	Mon	MTN SMS (TSMS) #3	MTN subs — salary cycle push	~500k	"Salary month — get ahead with Fido now"	9988#	~250	$825
May 18	Mon	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 18	Mon	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
May 18	Mon	CT C1 — Referral Push #3	LN1+ · no DPD · push-opted-in · not in active J03/J06 window · not sunsetted	~30,000–60,000	"Help a friend — share your Fido code and earn GHS [X] together"	app.fido.money/referral	Referral acq.	$0 (CT owned)
May 19	Tue	Infobip — Reg→No KYC	Last chance — registered not KYC'd	~20,000	"Final reminder — verify ID or lose your spot"	app.fido.money/verify-identity	~500–700	$700
May 19	Tue	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 20	Wed	Infobip — KYC→No Score	KYC done, survey pending	~10,000	"Check your eligibility now — takes 2 minutes"	app.fido.money/apply-now	~400–600	$800
May 20	Wed	USSD Blast	Lapsed users (30–60 days)	~6,000	"We miss you! Your credit limit is waiting"	USSD 9988#	~100	$150
May 20	Wed	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 20	Wed	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 22	Fri	Africa Talking SMS — nurture	D-5 from May 17 signups	~3,000	"Month-end offer — borrow before May closes"	Smartlink	~60	$250
May 22	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 22	Fri	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 25	Mon	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast · salary week	Smartlink + UTM	—	$92
May 25	Mon	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
May 25	Mon	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 25	Mon	CT C1 — Referral Push #4	LN1+ · no DPD · push-opted-in · not in active J03/J06 window · not sunsetted	~30,000–60,000	"Salary week — invite a friend, earn GHS [X] while you both get sorted"	app.fido.money/referral	Referral acq.	$0 (CT owned)
May 26	Tue	MTN SMS (TSMS) #4	MTN subscribers — salary week	~500k	"Salary in? Treat yourself — Fido cash today"	9988#	~250	$825
May 26	Tue	CT C3 — Payday Boost	Eligible users (score ≥270) · no active loan · not DPD · not in J03/J06 active window. Push to push-active users. SMS fallback only for users with no push open in last 30 days (likely deleted app or disabled notifications) — same message, counts toward 2/14d SMS cap.	Eligible cohort	Push: "Payday is here — your GHS [X] is ready whenever you need it" · SMS fallback: same text	app.fido.money/apply-now	~300–600	$0 (CT owned)
May 27	Wed	Infobip — Eligible→No LN0	Eligible, salary trigger	~5,000–8,000	"Salary just dropped? Your Fido credit is ready"	app.fido.money/apply-now	~750–1,200	$700
May 27	Wed	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
May 28	Thu	Africa Talking SMS — nurture	D-5 from May 23 signups	~3,000	"Still active — Fido offer before month close"	Smartlink	~60	$250
May 28	Thu	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
May 29	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast · final push	Smartlink + UTM	—	$92
🟢 Cold blasts (green): RCN ~12 × $92 = $1,104 · AT cold ~10 × $300 = $3,000 · TSMS ~10 × $501 = $5,010 · LN0 benchmarks TBD (evolving) \| 🔴 Infobip DB flows (pink): Reg→No KYC · Eligible→No L0 · KYC→No Score · EasySave · M1 USSD KYC · M2 Score Reset — all targeting existing registered users by funnel stage \| 🟣 CleverTap campaigns (purple): C1 Referral ×4 · C3 Payday Boost · C8 Eligible post-journey — push-first, SMS fallback for push-inactive users · $0 incremental cost
TOTAL blast schedule (incl. cold channels)							~4,345–5,945 + TBD	~$18,400

🚦 Frequency Cap & Deduplication Rules

Enforce before every send. Violating these creates spam complaints, opt-out spikes, and compliance risk.

CT Global Caps — apply to all CT campaigns

1 push per user per day (CT Global Limit).
3 pushes per user per 7-day rolling window.
2 SMS per user per 14-day window.

C1 Referral fires weekly — if a user hits the 3/7d push cap via a journey that week, C1 is skipped for them.
C3 Payday (May 26) and C8 (May 14) both count toward the 3/7d cap. Plan accordingly — check if any journey is active on those dates for the same segment.

CT: set Global Frequency Limit at account level — enforced automatically

Never fire a CT campaign while…

• User is DPD 1+ (any campaign)
• User is in active KYC journey (J01/J08/J02)
• User is in J03 active window — especially C8 (this was the old bug: campaign firing on top of active journey)
• User is in J06 reborrow window (7d post-repay) — except C2 reward notification
• User received a push today

C2 Referral Reward is exempt — it's a reactive event notification (friend disbursed), not a scheduled campaign. Does not count toward caps.

C8 — Critical exclusion rule

Exclude users who received a J03 message in the last 30 days.

This is the rule that was missing before — the old "all reg completed, no L0" campaign was firing on top of an active J03 journey, double-hitting the same user.

C8 is the post-journey safety net, not a duplicate. It only touches users J03 has already given up on.

CT segment: eligible AND score≥270 AND J03_last_message > 30 days ago AND loan_count=0

AT Nurture — D+5 sends

Suppress if Infobip flow fired within prior 48h.
AT nurture targets the same warm segment (registered, no LN0) that Infobip flows also cover. Hold users out of AT nurture if they received any Infobip message in the prior 2 days.

Overlap dates:
— May 7 Infobip → May 8 AT nurture (48h gap — tight, check)
— May 12 Infobip → May 15 AT nurture (3 days ✓)
— May 19 Infobip → May 22 AT nurture (3 days ✓)

Snowflake filter: last_infobip_sent_at > DATEADD('day',-2,CURRENT_DATE) → exclude

Infobip — Eligible→No LN0 (3 sends)

Max 2 Infobip touches per user per month.
Plan has sends on May 5, 12, 27. Before May 27: exclude users who received both May 5 + May 12 and haven't converted. Third identical message = spam. Change angle significantly (salary hook vs "credit ready") or suppress.

Note: C8 (CT, May 14) targets the same eligible-no-L0 segment. Coordinate: users receiving Infobip Eligible→No L0 on May 5 or 12 should be suppressed from C8 on May 14. Pick one channel per user per fortnight.

Snowflake: infobip_eligible_sent_count_may ≥ 1 → exclude from C8 on May 14

Cold Blasts + M1/M2 Infobip Manual

Cold blasts (AT/RCN/TSMS): DNC cross-check in Snowflake before every send. No same-day stacking across all 3 aggregators.

M1 USSD KYC: Max 2 SMS per user per month (May 6 + May 13 follow-up). After 4 attempts over 2 months with no completion → permanent removal. Refresh list from Snowflake before each send — never recycle a stale list.

M2 Score Reset: Max 2 SMS per user total (May 5 + May 12 follow-up for non-openers). One-time campaign for the pre-automation backlog. After sending, monitor that backend automation is firing correctly for all new resets.

CT journey suppression on Infobip send days: May 5,6,7,12,13,14,19,20,27

💰Budget Allocation — $132,000 Total

Total May Budget

$132,000

+$930 vs April plan ($131,070) · CAC target: $5.00 held

April Estimated Spend

~$131,070

+0.7% QoQ increase

Google 56.4%

Meta 19.3%

SMS

Info

Other+Reserve

Channel / Activity	Apr Budget	May Budget	Change	% of Total	LN0 Target	Target CAC
Google UAC (all GH campaigns)	$73,958	$74,500	+$542	56.4%	9,500	$7.84
Meta (Facebook/Instagram)	$25,070	$25,500	+$430	19.3%	1,400	$18.21
MTN SMS Blast (TSMS) — 4 blasts	$6,600	$6,600	Hold	5.0%	1,000	$6.60
MTN BC (Branded Caller)	$2,100	$2,100	Hold	1.6%	310	$6.77
MTN RC (USSD) — maintain	$929	$929	Hold	0.7%	205	$4.53
USSD Blast (2× cadence)	$1,200	$1,200	Hold	0.9%	450	$2.67
Africa Talking SMS (nurture + cold)	$2,000	$2,000	Hold	1.5%	180	$11.11
RCN SMS (cold acquisition)	$923	$1,104	+$181	0.8%	—	TBD
TSMS Blast (cold acquisition)	$4,506	$5,010	+$504	3.8%	—	TBD
MoMo Agent Activation (Ops)	$1,800	$1,800	Hold	1.4%	200	$9.00
Infobip SMS Blasts (5 flows)	$5,100	$5,100	Hold	3.9%	~2,000–2,700	~$2.20
Influencer Partnerships	$1,500	$1,500	Hold	1.1%	—	—
Radio (Joy FM + Citi FM)	$800	$800	Hold	0.6%	—	—
Creative Production (Meta + Workers' Day)	$2,500	$2,500	Hold	1.9%	—	—
CleverTap Journeys (platform cost)	—	$0	Tech budget	—	700–1,100	~$0–2
Contingency / Reserve	$6,937	$7,357	—	5.6%	—	—
TOTAL	$131,070	$132,000	+0.7%	100%	~15,945–17,245 + organic 10,600	$5.00

🏁Weekly Milestones & KPI Gates

Week 1 (May 1–7)

Workers' Day holiday — soft launch, compensate Wk 2

✅ Google restructured campaigns live (Dynamic ROAS primary)
✅ Meta Workers' Day creative launched
✅ MTN SMS Blast #1 (May 4)
✅ Infobip Eligible→LN0 Workers' Day hook (May 5)
✅ USSD Blast new MTN subs (May 6)
🟣 CT Journeys J01–J08 confirm entry volumes in dashboard

KPI Gate: ≥5,750 cumulative LN0 by May 7 end
Budget pace: ≤$28,750 spent

Week 2 (May 8–14)

Recovery sprint — max digital push after Workers' Day dip

✅ MTN SMS Blast #2 (May 11)
✅ Infobip Eligible→LN0 mid-month FOMO (May 12)
✅ MTN BC Branded Caller (May 13)
✅ EasySave cross-sell blast (May 14)
🔍 Meta A/B — scale winner, pause loser by May 10
🔍 UAC recovery: +15% Dynamic ROAS cap vs Wk 1

KPI Gate: ≥11,891 cumulative LN0 by May 14 end
Budget pace: ≤$59,455 spent

Week 3 (May 15–21)

Salary pre-period + mid-month review

📊 Mid-month perf review (May 18 — full Snowflake + CT pull)
✅ MTN SMS Blast #3 (May 18) — salary cycle angle
✅ Infobip Reg→KYC final (May 19)
✅ Infobip KYC→Score final + USSD lapsed (May 20)
🔍 Check J03 conversion — if <8%, escalate CT entry trigger
🟣 Journey opt-out audit — none should exceed 3%

KPI Gate: ≥18,032 cumulative LN0 by May 21 end
Budget pace: ≤$90,160 spent

Week 4 (May 22–31)

Salary week — final sprint, 10-day push

📊 Gap assessment vs 26,402 target (May 22)
✅ MTN SMS Blast #4 (May 26) — salary in copy
✅ Infobip Eligible→LN0 salary trigger (May 27)
✅ UAC cap +25% for salary week (May 25–31)
🔍 Emergency budget realloc if >10% behind (use $7,357 reserve)
📊 May close report + June planning kickoff

KPI Gate: ≥26,402 cumulative LN0 by May 31
Budget pace: ≤$132,000 spent

🚨Pace Intervention Playbook

✅ On Pace (±5% of target)

Maintain current channel mix
Do not increase spend
Focus on J03 conversion rate (target ≥10%)
Monitor daily via attribution dashboard
Check CT journey entry volumes weekly

⚠️ 5–15% Behind Pace

Increase UAC Dynamic ROAS daily cap by 20%
Pull forward scheduled Infobip blast if within 3 days
Push Meta budget up 15% on top-3 adsets
Accelerate MTN BC cadence (add 2nd flight)
Alert Shai within 24h

🔴 >15% Behind Pace

Emergency: max UAC budget (deploy reserve $7,357)
Trigger unscheduled Infobip blast (Eligible→LN0)
Double Meta on best-performing adset
Emergency MTN SMS blast (outside schedule)
Emergency call with Shai + team same day