Bangalore: Hiveminds, the digital specialist of Madison World recently helped a Malaysia-based client InstapayTechnolgies to help migrant workers.
Malaysia is home to about 3 million migrant laborers who work in manufacturing, agriculture, hospitality, construction, and also as household workers. These migrants are from Indonesia, Bangladesh, Nepal, India, and the Philippines. Migrant workers are unbanked and as a result, they have to rely on cash-transfer agents or money exchange for making remittances to their families. At the same time, the employers from the said industries also face the challenge of paying salary in cash.
To address this widespread problem, Instapay Technologies SdnBhd, started the Instapay app in May’20. The company has an e-money license with Bank Negara Malaysia (BNM) and has teamed up with Mastercard to issue pre-paid cards that are linked to the e-wallet.
By downloading the Instapay app, migrant workers get an e-wallet and InstapayMastercard that enable them to do remittances, mobile recharges, and all transactions remotely, which is not only convenient and time-saving but also completely safe.
The company decided to aggressively use digital channels for acquiring both workers as well as employers and the Agency came up with a 3 pronged strategy:
1- Channel & medium selection
2- Hyper customization of campaigns
3- Retargeting & lead nurture
Channel selection: All campaigns were designed for 2 primary channels- Facebook and YouTube. Every community of workers has a few influencers or opinion leaders who influence the decision making of the group significantly. Through Facebook, Instapay reached the opinion leaders of all key worker communities and used them to increase brand and product awareness. They also engaged with employers through LinkedIn campaigns.
Hyper customization: Migrant workers are only comfortable in their mother tongue and mostly engage with video formats. The app supports 10 languages; therefore, the marketing team treated every migrant community as unique and tailormade all creatives, landing pages, call center staffing in the workers’ preferred languages.
They also ran campaigns for important festivals from home countries to capitalize all triggers for remittances.
Retargeting & lead nurture: Team maintained lead quality by ensuring contact ability, relevance, etc. All the non-converted leads were targeted through digital content which gave them additional information regarding the product and kept them engaged.
Results:
- 3000-5000 migrant families being brought to Financial Inclusion every month
- 200 new queries every day
- 50+ employers adopted the platform for salary payments to workers
Rajnish Kumar, Founder & CEO of Instapay commented, “I am glad that we found the right agency partner in HiveMinds to launch and scale our product. Their expertise in digital channels, along with an understanding of consumer behavior, has helped us reach our target audience with the right messaging. Together, we plan to launch Instapay in new South East Asian markets as well as other tech products in the coming months.”
COVID-19 pandemic increased digital adoption across the socio-economic strata around the world. Initiatives like these can pave the way for innovation in healthcare and education for the laborers and other marginalized communities.
Says, Jyothirmayee JT, Founder, and CEO, Hiveminds, “It has been a great experience working with Instapay Technologies as we empowered the migrant workers in Malaysia to do cashless transactions and easily send money home. I’m proud of the team and their achievement and look forward to further expansion in South East Asia”.
