Minhaz Fatima, Lead – Social Media Marketing, Fi Money, discusses the importance of social media in the communication of digital-first brands and how Fi uses content to educate and engage users in an exclusive question and answer session. Fatima also mentions Fi’s partnership and campaign with Sima Taparia, as well as the company’s growth plans for 2022-23.
As adding a new, social media plays an important role in having to introduce Fi to new customers. We use these streams to have the most human conversations about money.
Money is often treated as a private matter, which it should not be. Because money is such an important part of our lives, we should be able to talk about it, laugh about it, and have deep discussions about it.
We ran an interesting campaign with Daya of CID fame in which we debunked some popular investment myths. During appraisal season, we ran an appraisal campaign for the Fi social media admin. The goal is to build a vibrant community of people who adore us and our content!
How do you add value to your customers’ lives?
Everything we create and build at Fi is based on our users’ needs and problems. Our goal is to help millennials become better financial advisors, and we’re building for a grown-up generation that lives on the internet.
So, whether it’s our features or our campaigns, we try to keep them as close to real user issues as possible. We see content and social media as excellent platforms for educating users about money and creating a network of engaged users for the brand.
As a brand, we’ve always been internet first. So far, every campaign we’ve launched has been designed with internet culture and the younger generation in mind. Mutual Funds on Fi have been designed to assist users in overcoming the inertia caused by confusion.
Is there enough money to get started? Which mutual funds are the best for me? My best friends say this is the best where to invest, and the internet says I should invest in a certain way.
We’ve put together curated baskets to assist users in finding the right mutual funds – we’re almost like fixers for our users. As a result, we decided to combine mutual fund matchmaking with Sima Taparia to introduce users to mutual funds on Fi.
What was the insight behind selecting Sima Taparia as the head of the campaign?
From a feature standpoint, what we’re doing is assisting users in finding the best mutual fund match for them. Sima Taparia comes to mind when you think of matchmaking, regardless of who you are or where you have been on the internet.
The second season trailer of Indian Matchmaking had also recently made its debut, so, in Sima Taparia’s words, “the stars aligned and we managed to create what we believe is a brand collaborative effort for the ages.”
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