DANA Case

How We Crafted High-Conversion Ad Content for DANA Indonesia

CASE PW.1

Client: DANA

Industry: Finance

What We Do: Digital Ads Creation

DANA is a popular Indonesian digital wallet and e-payment platform that enables users to make cashless and card-less transactions. It allows users to send money, pay bills, buy mobile credit, and make payments at merchants by scanning QRIS codes or using saved bank cards. Founded in 2018, DANA aims to be a key player in Indonesia's move toward a cashless society and increased financial inclusion.

The Problem

In a fiercely competitive FinTech market, DANA faced the challenge of not just acquiring new users, but acquiring high-quality users. The key obstacle was building trust with new audiences in tier-2 and tier-3 cities who were still skeptical of digital payments and concerned about security.

The Objective:

Significantly increase new user acquisition (app installs).
Decrease the Cost Per Acquisition (CPA) to improve budget efficiency.
Craft ad content that builds trust and highlights DANA's core "Trusted, Friendly, Accessible" message.

The Solution:

Insight: Moving Beyond Promos to Trust

Our research showed that for new users, the biggest barrier wasn't a lack of promos—it was a fear of fraud. We identified a key persona: the 'Security-Conscious Skeptic.' To win them over, we had to lead with safety.

Strategy: "Bebas Cemas" (Worry-Free) Storytelling

We developed a creative concept built on DANA's '100% Money-Back Guarantee' (DANA Protection). Our campaign used witty, relatable, and humorous scenarios (like the #AmanDariBadman concept) to show users how DANA keeps them safe from 'scammers' in everyday life. This shifted the message from 'what you can get' to 'what you'll never lose.