Context

Graph, a modern payment partner offering multi-currency accounts (USD, GBP, EUR), virtual dollar cards, and global money transfers to 100+ countries, needed a comprehensive Q1 strategy to penetrate the Nigerian fintech market. Competing against established players like Fincra, Lemfi, Pesa, BudPay, and Corpay, Graph's unique compliance-first approach and business-focused solutions required strategic positioning. The strategy targets three distinct segments: Fintechs needing API integrations and card issuance, E-commerce platforms requiring USD accounts and global payouts, and Trade businesses needing stable FX access and international transaction solutions.

Task and Challenge

The primary challenge was achieving ambitious SMART goals within 10 weeks: generating 10,000 marketing-qualified leads, acquiring 100,000 new sign-ups, driving 5,000 mobile app downloads, and increasing social engagement by 20%. This required executing three campaign pillars—"Inside Graph" (humanizing the brand), "Grow with Graph" (showcasing scalability through case studies and an International Women's Day campaign supporting 10 women-led businesses), and "Pay with Graph" (promoting virtual dollar cards via targeted Google and LinkedIn ads). The strategy balanced online campaigns (1M+ LinkedIn impressions, 500K+ Facebook reach, 2M+ Instagram reach) with offline OOH advertising in Lagos locations (Oshodi, Apapa, Yaba, Lekki, Balagun), event sponsorships at Fintech Week Nigeria 2025, influencer partnerships with tech and business leaders like TriciaBiz, and brand collaborations with Paystack and Flutterwave—all while navigating challenges like ad fatigue, digital fraud skepticism, and high competition for premium advertising space.

Excerpt from the Document

"As a modern payment partner, Graph is poised to revolutionize financial solutions for businesses by offering innovative services such as multi-currency accounts (USD, GBP, EUR), virtual dollar cards, and global money transfers to over 100 countries... Graph is the compliance-first finance OS for growing businesses, delivering seamless global banking, payments, and expense solutions to enable success on a global scale."

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