Fido Ghana — April 2026 Growth Plan Updated

LN0 Target: 26,214 · Baseline: 20,017 (March) · Budget: $131,070 (+$13,107 vs prev plan) · CAC Target: $5.00 · Updated: Apr 7, 2026
Generated: Apr 4, 2026
Fido Marketing Agent
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.
DateDayTypeDaily LN0Cumulative LN0% of TargetDaily BudgetCum. BudgetDaily RegCum. RegDaily KYCCum. KYCKey Activity / Event
📡Digital Channel Daily Run Rates
🔴 Google UAC — $73,958 total · $2,465/day avg
Day TypeDaily SpendExpected LN0Conv RateCampaign Focus
Weekday$2,85063510.5%Dynamic ROAS L0 primary; Scale Top 5 Signals
Weekend$1,85041010.2%Maintain auto-bidding; no manual adj needed
Holiday$1,68038010.0%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 TypeDaily SpendExpected LN0Conv RateCampaign Focus
Weekday$9708510.9%Salaried Workers + Ghana App Purchase scaling
Weekend$6305610.5%Brand awareness + retargeting KYC win-back
Holiday$5705010.2%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 LN048.6%
Daily organic LN0~325/day
Organic signups (March)~58,686
Organic sign→LN0 rate16.6%
Sources: direct app opens, Play Store discovery, word-of-mouth, repeat users, SEO blog traffic
April Organic Target
Target organic LN010,210 (+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
WeekInfluencer TypePlatformDeliverable
Wk 1Nano-influencers (5×)TikTok/IGOrganic story + link
Wk 2Mid-tier (2×)FacebookVideo testimonial
Wk 3–4Community pagesFB GroupsPinned 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.
DateDayChannelFlow / Target SegmentEst. AudienceCopy ThemeCTA / DeeplinkEst. LN0Est. Cost
Apr 2ThuMTN SMS (TSMS)MTN subscribers — cold acquisition~500k"Apply in 2 mins, cash today"*998*8# or smartlink~250$825
Apr 3FriInfobip — Eligible→No LN0Verified eligible, never disbursed~5,000–8,000Easter special: "Your cash is ready, don't let it expire"app.fido.money/apply-now~750–1,200$700
Apr 3FriRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 3FriAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 4SatAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 5SunInfobip — Reg→No KYCRegistered, KYC incomplete~18,000"Complete your ID check — 2 mins"app.fido.money/verify-identity~500–700$700
Apr 7TueInfobip — KYC→No ScoreKYC done, survey pending~8,000–12,000"One step left to unlock your credit limit"app.fido.money/apply-now~400–600$800
Apr 7TueRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 7TueAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 7TueTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 9ThuUSSD BlastNew MTN subscribers (last 30 days)~8,000Welcome: "New to MTN? Get instant cash" via *998*8#USSD *998*8#~130$300
Apr 9ThuRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 9ThuTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 10FriAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 10FriTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 13MonMTN SMS (TSMS)MTN subscribers — refresh blast~500k"No wahala — cash in 2 mins. Dial now!"*998*8# + smartlink~250$825
Apr 13MonRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 13MonAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 14TueInfobip — Eligible→No LN0Eligible (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 14TueTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 15WedInfobip — EasySaveApp users not using EasySave~35,000"Earn 10% on your savings — starts at GHS 20"app.fido.money/savingsLTV uplift$1,200
Apr 15WedAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 16ThuMTN BC (Branded Caller)MTN subscriber baseBroadJingle: "Fido cash — fast, no paperwork"*998*8#~80$525
Apr 17FriAfrica Talking SMSD-5 users (signed up Apr 12)~2,000"Still need cash? Your Fido offer is still active"Smartlink + UTM~45$250
Apr 17FriRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 17FriTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 20MonRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 20MonAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 20MonTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 21TueInfobip — Reg→No KYCLast chance — registered not KYC'd~20,000"Final reminder — verify ID or lose your spot"app.fido.money/verify-identity~500–700$700
Apr 22WedInfobip — KYC→No ScoreKYC done, no survey~10,000"Check your eligibility now — takes 2 minutes"app.fido.money/apply-now~400–600$800
Apr 22WedRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 22WedTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 23ThuMTN SMS (TSMS) #3MTN subscribers~500k"Week 4 push — fresh copy variant"*998*8#~250$825
Apr 23ThuUSSD BlastLapsed users (last active 30–60 days)~6,000"We miss you! Your credit limit is waiting"USSD *998*8#~100$150
Apr 23ThuAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 24FriRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 27MonRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 27MonAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 27MonTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + UTM$501
Apr 28TueMTN SMS (TSMS) #4MTN subscribers (if budget permits)~400k"Last 2 days — April deal ends Apr 30"*998*8#~200$825
Apr 29WedAfrica Talking SMS — nurtureD-5 from Apr 24 signups~3,000"Month-end offer — borrow before April closes"Smartlink~60$250
Apr 29WedRCN SMSRCN network — cold acquisition900KFIDO RCN blastSmartlink + UTM$92
Apr 29WedAfrica Talking SMSAT — cold acquisition100KFIDO AT blastSmartlink + UTM$300
Apr 30ThuTSMS SMSTSMS — cold acquisition200KFIDO TSMS blastSmartlink + 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 / ActivityMar ActualApr BudgetChange% of TotalLN0 TargetTarget 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$2,100Hold1.6%310$6.77
MTN RC (USSD) — Hold + Fix KYC$929$929Hold+Fix0.7%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$800Hold0.6%
Creative Production (Meta ads)$2,500New1.9%
Boost SMS (trial — UTM first)$576New0.4%
Contingency / Reserve$6,9375.3%
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