366M
Monthly non-UAC YouTube impressions
29.4 million monthly views with per-user frequency rising from 1.5 to 6.2.
FINTECH · YOUTUBE BRAND GROWTH
366M monthly YouTube impressions, built from zero.
Dhan needed to build meaningful YouTube visibility in a crowded trading category. A geo-clustered campaign structure, tighter device control and a deliberate format mix created scale without relying on a larger budget.
See how we got there- Category
- Fintech trading platform
- Scope
- YouTube media, geo-clustering and format planning
- Objective
- Build sustained brand visibility at scale
- Engagement
- Five months; structure validated in 1.5 months
monthly non-UAC impressions
monthly YouTube views
per-user monthly frequency
of sustained activation
01 · THE BRIEF
Build YouTube visibility that could become memorable.
Dhan began with zero non-UAC YouTube presence.
Dhan is a fast-growing trading platform competing in a category crowded with established names. The brand needed to reach the right investors consistently enough to create recognition, not simply accumulate one-off impressions.
The opportunity was not unlocked by adding budget. It depended on restructuring where the money went, which devices received it and how often the priority audience saw the brand.
THE GROWTH QUESTION
How do you turn broad YouTube delivery into sustained visibility among the markets that matter most?
02 · THE CONSTRAINT
Three frictions stood between potential and scale.
Device spend was heavily skewed
Around three quarters of the initial budget was being absorbed by television, leaving mobile and desktop underfunded.
Geography blurred priority
Pan-India targeting drifted spend toward lower-priority markets instead of reflecting Dhan's strongest opportunities.
Formats were out of balance
In-stream dominated while Shorts and in-feed received too little investment to create a useful multi-format presence.
“The account needed frequency with the right audience, not reach scattered across the wrong one.”
03 · THE SYSTEM
Build depth by market, device and format.
The campaign was reorganised around spend control and repeat exposure so every layer had a clear contribution to sustained visibility.
Cluster priority markets
BDI and CDI data informed four geographic clusters, supported by state-level bid adjustments.
Fund each cluster properly
Campaigns received enough budget depth to learn and deliver instead of spreading investment thinly across the country.
Separate devices
Television was isolated and capped, giving mobile and desktop more room to reach the audiences most likely to engage.
Balance video formats
Dedicated video-view campaigns extended the mix across Shorts and in-stream while the wider structure targeted monthly frequency above six.
Market priority→
Device control→
Format mix→
Frequency→
Monthly learning
Four geo-clusters
State-level bid adjustments
Dedicated video-view campaigns
04 · THE OUTCOME
366MMONTHLY NON-UAC YOUTUBE IMPRESSIONSA disciplined structure created full multi-cluster scale.
The rebuilt structure reached 366 million monthly non-UAC impressions and 29.4 million monthly YouTube views. Per-user monthly frequency increased from 1.5 to 6.2.
Frequency was used as a proxy for recognition in this top-of-funnel programme. A formal brand-lift study remains the appropriate next step for quantifying downstream brand impact.
05 · WHY IT WORKED
The result came from a system, not a single tactic.
Geography created control
Clustering markets prevented a national average from hiding where spend was actually landing.
Devices needed separate jobs
Isolating television protected investment for mobile and desktop audiences.
Frequency made reach useful
Repeated exposure replaced broad, shallow delivery as the operating goal.
YouTube scaled when reach stopped being the destination and became one input in a controlled visibility system.
YOUR NEXT GROWTH CHAPTER
Need brand media to build memory, not just impressions?
Bring us the markets, the media mix and the growth ambition. We will help you structure the path to meaningful scale.
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