Submitted by Finnet Media

CRED Pay Days

Finnet Media ran the Pay Days influencer campaign for CRED across Instagram and YouTube, reporting 10 Lakhs+ total views from 24 activations.

24Activations
7.96%Eng.Rate
2Total Likes
10Total Views

Case in 60 seconds

CRED needed to be understood as more than a credit card bill payment tool, and Finnet Media had to argue for that wider role while also turning awareness into actual app downloads and repeat use.

The campaign appears to turn on the penalty rather than the reward, because missing a bill deadline is a concrete recurring anxiety for cardholders while reward maximisation is an abstract benefit that only lands once the app is already open.

Finnet Media reimagined CRED as a financial partner offering rewards and peace of mind rather than a payment utility, with a narrative built on the simplicity, advantages and security of paying through the app.

Fintech and infotainment creators ran the work on Instagram and YouTube, opening on missed bill deadlines and penalties before introducing CRED as the solution through timely reminders and credit card management in one app, across 24 activations.

Finnet Media reports 10 Lakhs+ total views, 2 Lakh+ total likes and a 7.96% engagement rate from 24 activations, with the top creator posts credited to shivanshu.agrawal_ and financewithsharan.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Users aged 25 to 40 with active credit cards, described by the page as financially savvy individuals aiming to optimise credit card usage and maximise rewards.
The work sits on the gap between credit cards as a rewards instrument and credit cards as a source of penalties, and Finnet Media resolved that by making the app the thing that removes the penalty before it offers the reward.
Fintech utilities are opened when a bill is due and forgotten otherwise, so the agency's stated challenge was moving people from interest to download and then into a regular financial routine.
CRED was positioned as a trusted financial ally beyond payment functionalities, holding reminders, credit card management and rewards in a single app rather than acting only as a settlement step.
Based on the available evidence, the strategy assumes cardholders act on avoidance rather than on aspiration, since the content opens on missed deadlines and incurred penalties before any reward is mentioned.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube

Partners

  • Finnet Media (lead_agency)

Creator role

  • financewithsharan — creator
  • shivanshu.agrawal_ — creator
  • Fintech & Infotainment influencers

Results & Evidence

MetricValueResult type
Activations24performance
Eng.Rate7.96%performance
Total Likes2 Lakh+performance
Total Views10 Lakhs+video_views

Why Finnet Media's strategy worked

  1. 1

    Casting fintech and infotainment creators together suggests a split between explanation and entertainment, which lets a product demonstration reach viewers who do not seek out financial content while still carrying the functional detail.

  2. 2

    Leading on a penalty the audience already fears gives a utility app a reason to be introduced mid-video, because the reminder feature answers a stated problem rather than asking for attention on the reward alone.

  3. 3

    Running the same argument on Instagram and YouTube required separate messaging by the agency's own account, which indicates that cross-platform reach in this category is a production cost rather than a distribution saving.

Related Case studies