• Freecharge was Founded on August 2010, headquartered in Mumbai, India. Owned by Axis Bank.
• Current employee strength- 200 to 500.
• Founded by Kunal Shah and Sandeep Tandon with the current CEO as Sangram Singh.
• Freecharge can be used as a wallet to pay bills, recharge a mobile phone, and purchase goods on Snapdeal, book movies on BookMyShow, and tickets on IRCTC, among others. But along with this, the FreeCharge wallet can also be used to transfer money to other users, bank accounts, and to NGOs.
• Freecharge’s Services include Recharges, Bill Payments, UPI Money Transfers, Deals, Gift Cards, and Mutual Funds.
• In 2015 Snapdeal bought Freecharge for an undisclosed amount and later in 2017 Freecharge is bought by Axis Bank which it’s current owner. It raised $177.6M in total from 6 private funding rounds.

Marketing Summary –

• Avg Traffic – 7.25 million
• SEO – 75.66%.
• Direct – 52.17%.
• Social – 0.41%.
  • Youtube: 55.95%.
  • Facebook: 22.28%.
  • Whatsapp Web app: 11.73%.
  • Quora: 3.51%
  • Twitter: 2.60%.
  • Others: 3.93%.

Top of the funnel

SEO

• 1 article/month – Check their blog (no new articles in 2019).
• 200 to 500-word articles, few articles have videos(2 to 5).
• 75.66 % of traffic comes from SEO.
  

Type Of Content They Create:

Business – Primary content.

• Offers
• Product updates
• How to

Industry-based – Secondary content

• Emerging industry trends

Interests & Persona – Tertiary Content

• Content-based on Social Causes

Paid Ads

• Display Advertising
  Source: (Semrush)
• Facebook Ads
  • 5 Facebook ads are running at the time of writing this

• Newspaper Ads

• PPC

• Competitors:
  • Mobikwik
  • Paytm
  • Oxigen wallet
  • PayUmoney

Social

Facebook

• A chat window pops out
• They are actively replying for comments that have been made and are actually trying to help out their customers
• 1,412,142 members
• Posts 5 to 15 times on a monthly basis
• Changes the cover picture to broadcast messages
• Posts are about offers and any new integrations with new companies
• Conducting challenges or a task for freebies like coupons. These type of posts observed much better engagement when compared with others
• Interactive videos which are less than one minute based on Sentiment, Appraisal, Explaining the features of the app, Cashbacks, National events/Special days observed
• In Initial stages, Freecharge ran ads in FB
• Retargeting

LinkedIn

• 37,416 members
• 1 post a week
• No much engagement noticed in their LinkedIn channel
• They don’t have LinkedIn Icon along with other social media Icons in the website footer.

Youtube

• 57k Subscribers
• 85,402,547 total views at the time of writing this
• All are promotional videos explaining the offers and latest updates

Twitter

• 134k followers
• Seasonal Contests are working better for Freecharge on twitter
• Actively replying for the comments/queries by users
• #KahaniAppraisalKi is being used for creating engagement while Freecharge is awarding prizes for good/interesting appraisal story

Referral Traffic: 5.78%

• Referrers are mainly the payment gateways through which all the transactions happen and few other sites like IRCTC, Swiggy and other partners of Freecharge while the customers avail coupons for every transaction they make from the Freecharge’s partner
•  Top Referrers:
  • PayU
  • IRCTC
  • Billdesk
  • Survey Monkey
  • Swiggy

Offline

• Initially, they had participated in college events to bring brand awareness and later on there are no notable offline events held.

Middle Of  The Funnel/Constant Engagement

• Email
  • Sends out promotional emails which include coupons for every transaction, also the offer varies for each customer based on their previous transactions made.
•  Text Messages
  • Sends out offer messages for customers to make them transact again
• Coupons
  • Free coupons valid across Freecharge’s partner outlets/businesses

Bottom Of The Funnel

• Give’s customized offer based on previous transactions

Top Growth Hacks That Have Stood Out For Them

• Freecharge offers coupons for every recharge or a transaction made on its platform.
• Freecharge partnered with very popular brands like McDonald’s, KFC, Costa Coffee, Café Coffee Day, Myntra, Barista, Domino’s, PVR Cinemas, etc which obviously attracted more people to transact using Freecharge.
• Got Mentioned in a viral reality show named Emotional Atyachaar which is based upon the state of romantic relationships amongst the Indian youth. At the end of the particular episode, the following text is displayed: “Issued in public interest by FreeCharge.in.” as Credits which gained the viewer traction.
• Adopting UPI for its payments, Introduced Freecharge on WhatsApp where users can send and receive money
• It’s a win-win situation where the transactor and the service provider are beneficiaries. (Which is the core idea) The win-win situation is one strong reason behind Freecharge’s existence in this competitive field. This may not be a growth hack but this is something which helps Freecharge to standout.

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