Fido Ghana — April 2026 Growth Plan (Updated)

April LN0 Target

26,214

+31% vs March 20,017

+6,197 gap

Updated Budget

$131,070

+$13,107 vs prior plan

+11% uplift

Daily Target (weekday)

993

Weekend: 645 · Holiday: 596

30-day pace

Daily Budget (weekday)

$4,965

Weekend: $3,227 · Holiday: $2,979

Weighted

Target Blended CAC

$5.00

vs Mar est. $5.83

−$0.83

📅Daily Pace Calendar — April 2026 (Ghana)

ℹ️

Pace model: Weekdays weighted ×1.0, holidays ×0.60, weekends ×0.65. Easter weekend (Apr 3–6) expects depressed traffic — compensate in Wk 2–3 by boosting UAC daily caps. Today is highlighted in yellow. Past days are dimmed.

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

📡Digital Channel Daily Run Rates

🔴 Google UAC — $73,958 total · $2,465/day avg

Day Type	Daily Spend	Expected LN0	Conv Rate	Campaign Focus
Weekday	$2,850	635	10.5%	Dynamic ROAS L0 primary; Scale Top 5 Signals
Weekend	$1,850	410	10.2%	Maintain auto-bidding; no manual adj needed
Holiday	$1,680	380	10.0%	Reduce budget cap; capture intent browsing

Budget allocation change: +$8,000 vs prev plan → all incremental to UAC GH Dynamic ROAS L0 (now $38,600). L0 Signals legacy remains killed.

🔑 UAC Optimization triggers:

If CPA drifts >$8 → pause bottom 3 ad groups, consolidate into Dynamic ROAS
If LN0 pace <80% of daily target by Day 10 → increase Dynamic ROAS cap by 25%
Easter week (Apr 3–6): reduce daily cap by 40%, recover Apr 7–10 at +30%

🔵 Meta — $25,070 total · $836/day avg

Day Type	Daily Spend	Expected LN0	Conv Rate	Campaign Focus
Weekday	$970	85	10.9%	Salaried Workers + Ghana App Purchase scaling
Weekend	$630	56	10.5%	Brand awareness + retargeting KYC win-back
Holiday	$570	50	10.2%	Passive discovery; hold creatives

Budget change: +$3,107 vs prev plan → $2k to new creatives (loan urgency + unbanked segments), $1,107 to scale best 3 ad sets.

🔑 Meta creative schedule:

Wk 1 (Apr 1–7): Launch loan urgency creative ("Your cash is waiting")
Wk 2 (Apr 8–14): Launch unbanked segments creative ("No bank account? No problem")
Wk 3: A/B results — scale winner, pause loser
Coordinate all new assets with @team

🌱Organic Traffic — Targets & Levers

March Organic Baseline

Organic LN0 (March)	9,736
% of total LN0	48.6%
Daily organic LN0	~325/day
Organic signups (March)	~58,686
Organic sign→LN0 rate	16.6%

Sources: direct app opens, Play Store discovery, word-of-mouth, repeat users, SEO blog traffic

April Organic Target

Target organic LN0	10,210 (+5%)
Daily target	~340/day
Weekday target	~404/day
Weekend/holiday	~263/day
% of April total	~39%

Organic is "free" LN0 — protect it. Any SEO/brand/referral lift here reduces paid CAC pressure.

Organic Lift Levers (April)

📝 Publish 2 SEO blog posts (loan calculator, credit tips)
📱 App Store listing refresh — new screenshots
🤝 Referral program push via Infobip blast
📣 Influencer co-tagging — unique deeplinks per creator
🔄 Push notifications to 60-day lapsed users (in-app)
⭐ Play Store review campaign — boost organic ranking

🏪Offline Activities & Partnerships Timeline

MoMo Agent Network — Accra & Kumasi

Apr 7–10: Agent Briefing & Material Distribution

Print co-branded QR code cards. Brief 50 agents in Accra Circle, Makola, Kaneshie.
Budget: $600 · Expected: 80 sign-ups/week

Apr 13–16: Kumasi Rollout

Expand to Kumasi Suame, Kejetia market. 30 agents. Co-branded QR at MoMo kiosks.
Budget: $600 · Expected: 50 sign-ups/week

Apr 20–30: Performance Review & Bonus

Incentivize top agents (>10 signups/week = bonus GHS 30). Track via unique referral codes.
Target total: 200 LN0 from agents

MoMo Agent CAC: ~$9.00 · High-intent walk-in users · 21% March conv rate (best offline channel)

Radio & Out-of-Home

Apr 1–7: Fix Radio UTM Tagging (CRITICAL)

Assign unique USSD codes per station: Joy FM = *998*41#, Citi FM = *998*42#, Asaase = *998*43#.
Without this: all radio spend is unmeasurable.

Apr 8–30: Radio Spots (Joy FM + Citi FM)

2× 30-sec spots daily, 6am–8am + 5pm–7pm. Copy: "Apply in 2 minutes, get cash today. Dial *998*41#"
Budget: $800 total

Influencer Program

Week	Influencer Type	Platform	Deliverable
Wk 1	Nano-influencers (5×)	TikTok/IG	Organic story + link
Wk 2	Mid-tier (2×)	Facebook	Video testimonial
Wk 3–4	Community pages	FB Groups	Pinned post + USSD

All influencers must use unique UTM link. Track: utm_source=influencer&utm_medium=social&utm_campaign=apr26_[name]

📨Full Blast Schedule — April 2026

⚠️

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.

Date	Day	Channel	Flow / Target Segment	Est. Audience	Copy Theme	CTA / Deeplink	Est. LN0	Est. Cost
Apr 2	Thu	MTN SMS (TSMS)	MTN subscribers — cold acquisition	~500k	"Apply in 2 mins, cash today"	9988# or smartlink	~250	$825
Apr 3	Fri	Infobip — Eligible→No LN0	Verified eligible, never disbursed	~5,000–8,000	Easter special: "Your cash is ready, don't let it expire"	app.fido.money/apply-now	~750–1,200	$700
Apr 3	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 3	Fri	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 4	Sat	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 5	Sun	Infobip — Reg→No KYC	Registered, KYC incomplete	~18,000	"Complete your ID check — 2 mins"	app.fido.money/verify-identity	~500–700	$700
Apr 7	Tue	Infobip — KYC→No Score	KYC done, survey pending	~8,000–12,000	"One step left to unlock your credit limit"	app.fido.money/apply-now	~400–600	$800
Apr 7	Tue	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 7	Tue	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 7	Tue	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 9	Thu	USSD Blast	New MTN subscribers (last 30 days)	~8,000	Welcome: "New to MTN? Get instant cash" via 9988#	USSD 9988#	~130	$300
Apr 9	Thu	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 9	Thu	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 10	Fri	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 10	Fri	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 13	Mon	MTN SMS (TSMS)	MTN subscribers — refresh blast	~500k	"No wahala — cash in 2 mins. Dial now!"	9988# + smartlink	~250	$825
Apr 13	Mon	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 13	Mon	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 14	Tue	Infobip — Eligible→No LN0	Eligible (mid-month FOMO)	~5,000–8,000	"Your limit expires end of April. Take it now."	app.fido.money/apply-now	~750–1,200	$700
Apr 14	Tue	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 15	Wed	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
Apr 15	Wed	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 16	Thu	MTN BC (Branded Caller)	MTN subscriber base	Broad	Jingle: "Fido cash — fast, no paperwork"	9988#	~80	$525
Apr 17	Fri	Africa Talking SMS	D-5 users (signed up Apr 12)	~2,000	"Still need cash? Your Fido offer is still active"	Smartlink + UTM	~45	$250
Apr 17	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 17	Fri	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 20	Mon	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 20	Mon	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 20	Mon	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 21	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
Apr 22	Wed	Infobip — KYC→No Score	KYC done, no survey	~10,000	"Check your eligibility now — takes 2 minutes"	app.fido.money/apply-now	~400–600	$800
Apr 22	Wed	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 22	Wed	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 23	Thu	MTN SMS (TSMS) #3	MTN subscribers	~500k	"Week 4 push — fresh copy variant"	9988#	~250	$825
Apr 23	Thu	USSD Blast	Lapsed users (last active 30–60 days)	~6,000	"We miss you! Your credit limit is waiting"	USSD 9988#	~100	$150
Apr 23	Thu	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 24	Fri	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 27	Mon	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 27	Mon	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 27	Mon	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
Apr 28	Tue	MTN SMS (TSMS) #4	MTN subscribers (if budget permits)	~400k	"Last 2 days — April deal ends Apr 30"	9988#	~200	$825
Apr 29	Wed	Africa Talking SMS — nurture	D-5 from Apr 24 signups	~3,000	"Month-end offer — borrow before April closes"	Smartlink	~60	$250
Apr 29	Wed	RCN SMS	RCN network — cold acquisition	900K	FIDO RCN blast	Smartlink + UTM	—	$92
Apr 29	Wed	Africa Talking SMS	AT — cold acquisition	100K	FIDO AT blast	Smartlink + UTM	—	$300
Apr 30	Thu	TSMS SMS	TSMS — cold acquisition	200K	FIDO TSMS blast	Smartlink + UTM	—	$501
🟢 New blasts (green rows): RCN 9M SMS ($923 total) · Africa Talking 1M SMS ($2,998 total) · TSMS 2M SMS ($4,506 total) · LN0 conversion benchmarks TBD (new channels)
TOTAL (incl. RCN + AT + TSMS blasts)							~4,155–5,710 + TBD	~$18,077

💰Updated Budget Allocation — $131,070 Total

Total April Budget

$131,070

+$13,107 vs previous plan ($117,963)

March Actual Spend

$76,780

+71% increase

Google UAC 56.4%

Meta 19.1%

SMS 6.2%

Info

Other+Reserve

Channel / Activity	Mar Actual	Apr Budget	Change	% of Total	LN0 Target	Target CAC
Google UAC (all GH campaigns)	$50,494	$73,958	+47%	56.4%	9,500	$7.79
Meta (Facebook/Instagram)	$16,628	$25,070	+51%	19.1%	1,350	$18.57
MTN SMS Blast (TSMS) — 4 blasts	$3,299	$6,600	+100%	5.0%	1,000	$6.60
MTN BC (Branded Caller)	$2,100	$2,100	Hold	1.6%	310	$6.77
MTN RC (USSD) — Hold + Fix KYC	$929	$929	Hold+Fix	0.7%	205	$4.53
USSD Blast (2× cadence)	$620	$1,200	+94%	0.9%	450	$2.67
Africa Talking SMS (nurture)	$800	$2,000	+150%	1.5%	180	$11.11
MoMo Agent Activation (Ops)	$500	$1,800	+260%	1.4%	200	$9.00
Infobip SMS Blasts (4 flows)	~$1,800	$5,100	+183%	3.9%	~2,000–2,700	~$2.20
Influencer Partnerships	~$1,200	$1,500	+25%	1.1%	—	—
Radio (Joy FM + Citi FM — fixed)	~$800	$800	Hold	0.6%	—	—
Creative Production (Meta ads)	—	$2,500	New	1.9%	—	—
Boost SMS (trial — UTM first)	—	$576	New	0.4%	—	—
Contingency / Reserve	—	$6,937	—	5.3%	—	—
TOTAL	$76,370	$131,070	+71%	100%	~16,195+organic	—

🏁Weekly Milestones & KPI Gates

Week 1 (Apr 1–7)

Easter holiday week — lower baseline expected

✅ Google UAC +47% budget live (Dynamic ROAS primary)
✅ Meta budget doubled, new creatives launching
✅ MTN SMS Blast #1 sent (Apr 2)
✅ Infobip Eligible→No LN0 (Apr 3) — Easter urgency
✅ Radio UTM tagging fixed (unique codes per station)
🔍 KYC drop-off investigation started (MTN RC)

KPI Gate: ≥5,461 cumulative LN0 by Apr 7 end
Budget pace: ≤$27,307 spent

Week 2 (Apr 8–14)

Recovery sprint — max digital push

✅ MTN RC USSD fix deployed (product team)
✅ AT 4-step nurture sequence live
✅ GH PMAX FidoBiz LP relaunched
✅ MoMo agents briefed (Accra — 50 agents)
✅ MTN SMS Blast #2 sent (Apr 13)
✅ Infobip Eligible→No LN0 mid-month (Apr 14)
🔍 Meta new creative A/B test launched

KPI Gate: ≥11,716 cumulative LN0 by Apr 14 end
Budget pace: ≤$58,586 spent

Week 3 (Apr 15–21)

Mid-month review — optimise & scale

📊 Mid-month perf review (Apr 15 — full Snowflake pull)
✅ EasySave blast sent (Apr 15)
✅ Kumasi MoMo agents activated (Apr 13–16)
🔍 Pause underperforming UAC ad groups
✅ USSD blast 2× cadence maintained
🔍 Scale UAC if pace >110% of target

KPI Gate: ≥15,985 cumulative LN0 by Apr 21 end
Budget pace: ≤$79,935 spent

Week 4 (Apr 22–30)

Final sprint — close the gap

📊 Gap assessment vs 26,214 target
✅ MTN SMS Blast #3 (Apr 23)
✅ Infobip Reg→KYC + KYC→Score final blasts
✅ MTN SMS Blast #4 (Apr 28 — if budget)
🔍 Emergency budget realloc if >10% behind
📊 April close report + May planning kickoff

KPI Gate: ≥26,214 cumulative LN0 by Apr 30
Budget pace: ≤$131,070 spent

🚨Pace Intervention Playbook

✅ On Pace (±5% of target)

Maintain current channel mix
Do not increase spend
Focus on KYC conversion rate (62%→70%)
Monitor daily via tracker

⚠️ 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 ad sets
Accelerate MTN BC cadence
Alert Shai within 24h

🔴 >15% Behind Pace

Emergency: max UAC budget (use reserve $6,937)
Trigger unscheduled Infobip blasts (Eligible→LN0)
Double Meta on best-performing ad set
Activate Boost SMS (if UTM-tagged)
Emergency call with Shai + team

Fido Ghana — April 2026 Growth Plan Updated