Hey Partner: A Case Study

My Role

Creative Strategist

Tools

Figma, Google Analytics, Canva

Timeline

June 2025 - Present

Mentors

Neil Feinstein

Meet

Hey Partner

Moreta is a fintech application enabling users to "Pay like a local" by linking US, UK, or EU bank accounts for QR code payments across Southeast Asia. It offers zero transaction fees, 1% cashback, and instant currency conversion, eliminating the need for cash or ATMs. Launched in Thailand in January 2025, Moreta has achieved a user base of over 100,000 and is operational in Thailand, the Philippines, Laos, Cambodia, and Mongolia, with plans for further expansion. Key features include secure bank linking, fund transfers, QR code scanning compatible with local payment networks, and instant merchant payments.

The Challenge

Despite its compelling features, Moreta faces challenges in acquiring new users and building brand awareness in markets dominated by cash and established digital wallets.

Specific pain points include:

  • Personal QR Limitation: Many vendors, especially street vendors, use personal QR codes unsupported by Moreta.

  • KYC & Verification Issues: Identification documents often fail verification, hindering user onboarding.

  • Deposit Delays: Slow deposits, particularly during bank holidays, frustrate users.

  • Trust and Adoption: Tourists and expatriates hesitate to link bank accounts and adopt a new payment app, often reverting to cash or credit cards.

These challenges risk stagnation in a multi-billion-dollar mobile payments market, necessitating a strategic communication plan to build trust and drive engagement.

Objectives

  • Increase app downloads by 25% among new users in target markets within six months.

  • Achieve a 70% retention rate after 30 days through enhanced user engagement.

  • Establish Moreta as a trusted authority in cross-border payments via transparent, expertise-driven content.

Strategic Approach

Audience-Centric Strategy

  • Target Audience: Tech-savvy tourists (e.g., Emily, a 28-year-old marketing professional) and expatriates (e.g., James, a 35-year-old software engineer) seeking convenience, cost savings, and local integration.

  • Psychographic Analysis: Users value seamless travel, financial empowerment, and cultural immersion. Frustrations include high fees, ATM access, and incompatible payment systems.

  • Approach: Shifted from a product-focused mindset to a market-in approach, addressing user pain points like fees and verification issues.

Storytelling and Emotional Connection

  • Narrative Focus: Developed user success stories to highlight solutions to pain points like fees and cash reliance, using testimonials such as “Moreta is instant… will 100% change the game” and “Great to see new features.”

  • Emotional Appeal: Emphasized relief, confidence, and belonging to counter fears about financial technology. Transparent messaging addressed verification and deposit concerns to build authenticity.

  • Storytelling Principle: Leveraged emotional resonance to make users feel empowered and integrated, ensuring they remember how Moreta makes them feel.

Content Strategy (E.E.A.T.)

  • Content Pillars:

    1. Problem solved (fees, cash reliance, incompatible QR codes).

    2. Unique selling proposition (zero fees, 1% cashback, QR integration).

    3. Target audience (tourists, expatriates, digital nomads).

    4. Content formats (guides, videos, infographics, testimonials).

    5. Messaging plan.

    6. Resource and process plan.

  • Content Pyramid: Created long-form content (e.g., guides on Southeast Asian QR networks) repurposed into short videos (e.g., “How to Scan a QR Code”), infographics on currency conversion, and social media tips (e.g., “Top 10 Budget Eats in Bangkok”). SEO-optimized titles and keywords enhanced discoverability.

  • E.E.A.T. (Experience, Expertise, Authoritativeness, Trustworthiness): Regular content demonstrated Moreta’s expertise in fintech and addressed user needs (e.g., personal QR code solutions).

  • Countering Cognitive Biases:

    • Provided “quick wins” (e.g., travel checklists, savings estimates) to build trust.

    • Simplified financial concepts with summaries and visuals to reduce complexity.

    • Addressed WYSIATI bias by ensuring concise ads conveyed reliability.

Acquisition Strategy

  • Partnerships: Integrated Moreta as a payment option on travel booking platforms and offered exclusive discounts for partner customers.

  • Sponsorships: Targeted travel trade shows and digital nomad meetups to reach frequent travelers.

  • Merchant Campaign: Launched a “Money Money” campaign to train merchants on accepting Moreta via existing QR codes.

  • Experiment: Tested whether a THB 1,000 discount on tour packages paid via Moreta drives more sign-ups than generic ads, tracking KPIs like app installs.

Retention & Engagement

  • Tactics:

  • Gamification: Introduced badges (e.g., “Bangkok Explorer” after 5 transactions) and perks like free transactions.

  • Personalized Tips: Shared content like “Top 10 Budget Eats in Bangkok.”

  • Community: Promoted #TravelWithoutLimits to foster user connection.

  • Experiment: Tested combining gamified milestones, personalized tips, and a $2 post-first-transaction reward to increase 30-day retention, targeting a 70% retention rate.

  • Onsite Experiment: Tested displaying both local and home currencies during checkout to reduce confusion, tracking payment completion and drop-off rates.

Digital Analytics Framework

  • Tools: Utilized Google Analytics 4 for site performance, user acquisition, and conversion tracking. Microsoft Clarity provided heatmaps and session recordings to identify UX friction.

  • UTM Parameters: Tagged campaign links (source, medium, campaign, term, content) in lowercase snake_case for attribution.

  • Conversion Goals: Tracked app downloads, bank account connections, and QR payments.

  • Behavioral Insights: Monitored positive (e.g., repeated app usage) and negative (e.g., incomplete purchases) behaviors to refine strategies.

Digital Analytics Framework

"Moreta: Your Gateway to Seamless Local Payments. Zero Fees, 1% Cashback. Pay Like a Local, Live Like a Local."

  • Brevity and Simplicity: Concise, jargon-free message for easy recall, aligned with “Smart Brevity” principles.

  • Emotional Connection: Evokes ease, financial empowerment, and cultural immersion, addressing user pain points.

  • Audience-Driven: Highlights tangible benefits (zero fees, cashback) and authenticity (“live like a local”).

  • Credibility and Uniqueness: Emphasizes Moreta’s competitive advantages, positioning it as a fintech authority.

  • Call to Action: Paired with CTAs like “Get the app” or “Connect Your Bank” to drive engagement.

Implementation Plan

  • Phase 1 (Months 1–2): Launch foundational content (guides, videos) and social media campaigns with user stories and testimonials.

  • Phase 2 (Months 3–4): Repurpose content into infographics, email courses, and SEO-optimized blogs. Optimize campaigns using analytics data.

  • Phase 3 (Months 5–6): Scale high-performing channels, refine UX based on insights, and expand to new Southeast Asian markets.

Conclusion

This hypothetical case study for Moreta demonstrated the application of strategic communication and digital marketing principles to address a fintech challenge.

By prioritizing audience centric storytelling, data driven optimization, and a concise, emotionally resonant core message, the strategy aimed to build trust, drive adoption, and position Moreta as a leader in seamless local payments. The project underscored the power of clarity, authenticity, and expertise in creating effective brand communication in a crowded digital landscape.