🇺🇬 Uganda · May 2026

May Growth Plan
8,655 LN0 Target

Disbursement execution plan · Paid + Owned + Offline channels · KYC improvement roadmap

8,655
LN0 Target
+22.3% vs Apr 7,079
$52,000
Budget
Blended CAC $6.00
$6.00
Target CAC
Flat vs April
25,237
KYC Needed
At 2.92 KYC/LN0
55%
KYC Target Rate
Apr baseline 49%
Daily Disbursement Pace

31-Day Execution Calendar

Weighted pace: Weekday ×1.0 (319 LN0), Weekend ×0.65 (207 LN0), Holiday ×0.60 (192 LN0). May 1 = Labour Day public holiday.

Weekday — 319 LN0 / $1,919
Weekend — 207 LN0 / $1,247
Holiday — 192 LN0 / $1,151
DateDayTypeEvents Target LN0Cum. LN0Daily Budget
KYC Improvement Roadmap

KYC Pass Rate: 49% → 55%

April KYC bottleneck analysis identified two root causes: Face Comparison failures (1,480 drop-offs) and Picture-of-Picture rejections (1,287 drop-offs). May deploys fixes across both.

April KYC Pass Rate
49%
20,641 KYC attempts → 10,114 passed
May KYC Target
55%
25,237 attempts needed → 13,880 must pass
Face Comparison Fix
Live
Retry prompt + lighting guidance deployed Apr 24. Est. +3% pass rate.
PoP Detection
In QA
Anti-screenshot overlay + liveness prompt. Deploy target: May 5. Est. +2.5%.
Registrations Needed
45,885
At 55% KYC pass rate and 2.92 KYC/LN0
KYC Monitoring Cadence
Daily
Snowflake dashboard — alert if daily pass rate < 52% for 2 consecutive days
🔴Google — New Campaign Structure (May 2026)
⚡
Restructured from April (applies GH and UG): Legacy "L0 Signals" campaign killed. UAC Dynamic ROAS L0 is the single primary acquisition vehicle. Added KYC Retargeting + L0 Retargeting campaigns using Customer Match (stalled registered users). PMAX retained for brand. All incremental budget flows to Dynamic ROAS L0 cap first.
May Google Budget: $31,200 · Avg $1,006/day
CampaignBudget% of GoogleLN0 TargetTarget CAC
UAC Dynamic ROAS L0 (Primary)$15,60050%2,600$6.00
UAC App Purchase — UG$7,80025%1,300$6.00
UAC KYC Retargeting (Customer Match)$3,74412%624$6.00
└ Audience: registered, KYC not completed (>24h stall)————
UAC L0 Retargeting (Customer Match)$2,4968%416$6.00
└ Audience: KYC passed + eligible, no disbursement (>48h stall)————
PMAX Uganda (Brand)$1,5605%260$6.00
TOTAL Google$31,200100%5,200$6.00
Daily Run Rates by Day Type
Day TypeDaily SpendExpected LN0Conv RateNotes
Weekday$1,1501919.5%Dynamic ROAS primary; scale if CPA <$5.50
Weekend$7501249.2%Maintain auto-bidding; no manual adj
Holiday$6901159.0%Reduce cap May 1; recover May 4–7
🔑 May Google UG triggers:
  • May 1 (Labour Day): reduce UAC daily cap by 40%; recover May 4–7 at +20%
  • If CPA >$7 by May 10 → consolidate App Purchase into Dynamic ROAS
  • KYC Retargeting: upload fresh Customer Match list weekly (Snowflake → Google Ads)
  • L0 Retargeting: refresh audience every 48h — exclude users who disbursed
  • May 25–31 (salary cycle): increase Dynamic ROAS cap by +25%
  • If LN0 pace <80% by May 14 → pull reserve into Dynamic ROAS (+$2K)
🔵Meta — New Campaign Structure (May 2026)
💡
Post-audit restructure (Apr 2026): Kill $993 waste (Social engagement, Lander traffic, FidoBiz Copy, misrouted GH campaign). Scale Cold Copy — already CAC $14.68, best UG campaign at $9.09 overall ("Broken Bike" + "Silent Wallet" top ads). Kill Market Traders ($42 CAC) and Government Workers (0 LN0) adsets. Food Vendors replaces Salaried Workers adset at $9.23 CAC. Two clean campaigns: App Purchase (primary) + Retargeting (warm).
May Meta Budget: $10,400 · $336/day avg
Campaign / AdsetBudgetLN0 TargetNotes
Campaign 1: UG App Purchase$8,3201,385Primary acquisition (80%)
└ UG Cold Copy (scale ×2 — CAC $9.09)$4,160690Top ads: "Broken Bike" + "Silent Wallet"
└ Salaried Workers — Food Vendors (CAC $9.23)$2,600430Kill Market Traders ($42) + Govt Workers (0)
└ Workers' Day Seasonal (May 1–14 only)$1,560265"Your hustle deserves a reward" creative
Campaign 2: UG Retargeting$2,080345Warm / high-intent audiences (20%)
└ Retargeting Copy (Apr winner — keep)$1,300215KYC started, not completed
└ Score Eligible, Not Disbursed$780130Approved users who haven't drawn down
TOTAL Meta$10,4001,730CAC: $6.01
Daily Run Rates + Creative Schedule
Day TypeDaily SpendExpected LN0Conv RateFocus
Weekday$385649.5%App Purchase primary + retargeting always-on
Weekend$250429.2%Brand + retargeting; reduce acquisition
Holiday$230389.0%Workers' Day creative heavy-up (May 1)
🔑 May Meta UG triggers + creative schedule:
  • Day 1: Kill Social engagement, Lander traffic, FidoBiz Copy, misrouted GH campaign ($993 freed)
  • Wk 1 (May 1–7): Workers' Day creative — "Your hustle deserves a reward"
  • Wk 2 (May 8–14): Scale Cold Copy if CAC <$15. "Broken Bike" primary — monitor "Silent Wallet"
  • Wk 3 (May 15–21): Test new Food Vendors creative — "Feed your business, Fido feeds your cashflow"
  • Wk 4 (May 22–31): Salary-cycle push — "Payday planning starts with Fido"
  • ⚠️ Attribution: CAPI fix required — fbclid + BE_LOAN_FIRST_DISBURSEMENT event (Web→App chain broken)
Channel Strategy

Paid + Owned + Offline

Google UAC leads with new ROAS-optimised structure. Meta shifts to App Purchase primary + Retargeting secondary. CleverTap journeys provide owned-channel lift. Offline expands via SafeBoda and Kikuubo market agents.

Paid · Google UAC
Google App Campaigns
5-campaign structure: ROAS L0 + App Purchase + KYC Retargeting + L0 Retargeting + PMAX. Bid to $6.00 CPA.
$31,200
Budget
60%
Share
5,200
Target LN0
UAC Dynamic ROAS L0 (50%)$15,600
UAC App Purchase (25%)$7,800
UAC KYC Retargeting — Customer Match (12%)$3,744
UAC L0 Retargeting — Customer Match (8%)$2,496
PMAX — Uganda (5%)$1,560
Paid · Meta fb4a
Meta App Purchase + Retargeting
Post-audit restructure (Apr 2026). Two clean campaigns. Kill: Social engagement, Lander traffic, FidoBiz Copy, misrouted GH campaign ($993 waste). Scale: Cold Copy (CAC $14.68 → target $12) and Retargeting Copy (warm audiences).
$10,400
Budget
20%
Share
1,730
Target LN0
CAMPAIGN 1 · UG App Purchase — $8,320Primary acquisition
└ UG Cold Copy (scale ×2 — top campaign, CAC $9.09)$4,160
↳ Top ads: "Broken Bike" + "Silent Wallet" — keep bothBest performers
└ Salaried Workers — Food Vendors adset (CAC $9.23)$2,600
↳ Kill: Market Traders ($42 CAC), Government Workers (0 LN0)Paused
└ Workers' Day Seasonal (May 1–14 only)$1,560
CAMPAIGN 2 · UG Retargeting — $2,080Warm audiences
└ Retargeting Copy (Apr winner — keep)$1,300
└ KYC drop-off re-engage$780
⚠️ Attribution: Web→App chain broken (0 LN0s on web campaigns). Fix = Meta CAPI with fbclid + BE_LOAN_FIRST_DISBURSEMENT event.Action required
Owned · CleverTap
Journey Engine v4 — 7 Journeys Live
Phase 1 portfolio active in UG. J08 KYC retry is highest-priority given the 49% pass rate. J09 EasySave is Ghana-only — not built for UG.
$0
Incremental Cost
300–500
Est. LN0 Lift
7
Journeys Live
J01 Reg→KYC — push T+1h, SMS T+24h, T+72hLive
J02 KYC→Survey→Eligibility — push T+30min, SMS T+4hLive
J03 Eligible→L0 — push T+1h, SMS T+24h, T+3d, T+7dLive
J04 Ineligible→Score improvement — push T+24h, SMS T+3d, T+7dLive
J05 L0 Onboarding→L1 — welcome, repayment, ladder, celebrateLive
J06 Post-Repayment Reborrow — T+2h, T+48h, T+5dLive
J08 KYC Failed→Retry — push T+5min, SMS T+1h, T+24h (🔑 UG priority)Live
J07 Dormant Reactivation (L1+, 60d inactive)Phase 2
J11 Referral Integration (branch inside J03/J05/J06)Phase 2
Paid · Africa Talking SMS
Cold Acquisition Blasts ×2
Cold database blasts to unregistered UG numbers. 250K per send. Wk2 + Wk4. CT journeys cover all registered-user nurture — no AT nurture needed.
$2,400
Budget
2
Blasts
~300
Est. LN0
May 12 — Wk2 cold blast (250K unregistered)$1,200
May 26 — Wk4 cold blast (250K unregistered)$1,200
Paid · MTN Uganda
MTN Network Blasts ×8
21,876 recipients per blast. Tue+Thu cadence every week. Week 1 is A/B testing week (2 copy variants). $70/blast = $560/month total. Audience: MTN subscribers, cold acquisition.
$560
Budget
8
Blasts
21,876
Reach/blast
May 5 (Tue) A/B#1 — "Need cash NOW? Fido approves in minutes. Download & get 1GB FREE data today."$70
May 7 (Thu) A/B#3 — "500,000+ Ugandans trust Fido for fast loans. Download & earn 1GB FREE data."$70
May 12 (Tue) #2 — "60-sec loan decision. No waiting. Download Fido app, get 1GB FREE data instantly."$70
May 14 (Thu) #4 — "Fido is licensed & secure. Get a loan you can trust + 1GB FREE data on download."$70
May 19 (Tue) #5 — "Apply today, money in your account TODAY. Download Fido & get 1GB FREE data now."$70
May 21 (Thu) #7 — "No queues. No branch visit needed. Get a loan from your phone. Download Fido & get 1GB FREE."$70
May 26 (Tue) #6 — "Don't wait till tomorrow. Fido sends cash same day. Download & get 1GB FREE data."$70
May 28 (Thu) #8 — "Stay home. Get your loan online. Sent straight to your phone in minutes + 1GB FREE on download."$70
Partnership · Sanyuka TV
Sanyuka TV + Radio + Markets
Ongoing partnership. Weekly Friday activation + TV ads + presentations + TikTok/Twitter posts + TV & radio coverage. Markets: Kampala & Wakiso. TV schedule updated weekly.
$3,278
Budget
4
Friday Events
2
Markets
May 2 (Fri) — Wk1 Friday activationKampala
May 9 (Fri) — Wk2 Friday activationWakiso
May 16 (Fri) — Wk3 Friday activationKampala
May 23 (Fri) — Wk4 Friday activationWakiso
TV ads + presentations (May 1–31)Always-on
TikTok + Twitter social posts (weekly)Always-on
Campaign · Influencers
TikTok + Instagram Influencers ×10
Week 2 of May only (May 8–14). 10 influencers across TikTok and Instagram. Fido loan testimonial + app download CTA. UG-based creators, 10K–100K followers.
$2,778
Budget
10
Influencers
May 8–14
Flight
TikTok creators ×6 (short-form loan story)Wk 2
Instagram creators ×4 (Reel + story swipe-up)Wk 2
Brief: Download Fido → get cash in 60 secAll 10
UTM tagged links — track installs per creatorRequired
Partnership · SafeBoda
SafeBoda In-App Banner + Weekly SMS
In-app banner to SafeBoda rider base + weekly SMS blast. Targeted at boda-boda riders 22–35, Kampala metro. Riders = high-frequency cash-need profile.
$161
Budget
4
Weekly SMS
~30–60
Est. LN0
In-app banner (May 1–31)Always-on
Weekly SMS blast ×4 (Wk1–Wk4)$161
Owned · Database SMS (Recommended ✅)
Targeted DB Blasts — Registered Users
Our existing registered-but-stalled users. J01–J08 journeys handle real-time triggers; DB blasts reach the backlog that has already exited the journey window. See DB SMS section below for rationale.
~$600
Budget
3
Sends
~150–300
Est. LN0
May 8 — Reg→No KYC backlog (Infobip/AT)$200
May 15 — Eligible→No L0 post-journey (Infobip/AT)$200
May 22 — KYC failed, retry prompt (Infobip/AT)$200
Full Send Calendar — May 2026

All Channels · Week-by-Week

MTN Network Blasts: 8 sends × 21,876 recipients · $70/blast · $560/month. CT journeys handle all registered-user nurture in real-time. DB SMS targets stalled users outside the journey window. AT = cold acquisition only.

🔴 MTN cold blast 🟡 AT cold blast 🔵 CT journey (always-on) 🟣 DB SMS blast (owned)
WeekDateChannelAudience / SegmentReachCopy / MessageBudgetEst. LN0
Always
On		 May 1–31🔵 CT J01–J08All registered users, segmented by funnel stage (7 journeys live)All usersJ01 Reg→KYC · J02 KYC→Survey · J03 Eligible→L0 · J04 Ineligible→Improve · J05 L0 Onboard · J06 Reborrow · J08 KYC Retry$0300–500
Wk 1
May 1–7
A/B test		 May 5 Tue🔴 MTN Blast #1 (A)MTN subscribers — cold acquisition, 22–40yo21,876"Need cash NOW? Fido approves in minutes. Download the Fido App & get 1GB FREE data today."$70~15–25
May 7 Thu🔴 MTN Blast #3 (B)MTN subscribers — cold acquisition, 22–40yo21,876"500,000+ Ugandans trust Fido for fast loans. Download the Fido App now & earn 1GB FREE data."$70~15–25
May 8 Fri🟣 DB SMS — Reg→No KYCRegistered >7 days ago, KYC never completed, not in active J01/J08 journey window~5,000–10,000"Your Fido account is waiting — complete your ID verification now. Dial *713# or open the app."$200~80–150
Wk 2
May 8–14		 May 12 Tue🔴 MTN Blast #2MTN subscribers — cold acquisition, 22–40yo21,876"60-sec loan decision. No waiting. Download Fido app, get 1GB FREE data instantly."$70~15–25
May 12 Tue🟡 AT Cold BlastUnregistered AT database — cold acquisition250,000FIDO UG blast · fresh mid-month copy$1,200~150
May 14 Thu🔴 MTN Blast #4MTN subscribers — cold acquisition, 22–40yo21,876"Fido is licensed & secure. Get a loan you can trust + 1GB FREE data on download."$70~15–25
Wk 3
May 15–21		 May 15 Fri🟣 DB SMS — Eligible→No L0Score ≥270, approved, never drew down, J03 journey sunsetted (no J03 msg in 30+ days)~2,000–5,000"Your Fido loan limit is still active — money in your account today. Open the app now."$200~80–150
May 19 Tue🔴 MTN Blast #5MTN subscribers — cold acquisition, 22–40yo21,876"Apply today, money in your account TODAY. Download Fido & get 1GB FREE data now."$70~15–25
May 21 Thu🔴 MTN Blast #7MTN subscribers — cold acquisition, 22–40yo21,876"No queues. No branch visit needed. Get a loan from your phone. Download Fido & get 1GB FREE."$70~15–25
May 22 Fri🟣 DB SMS — KYC Failed RetryKYC failed >14 days ago, no successful retry, not in active J08 journey window~3,000–6,000"Having trouble verifying your ID on Fido? Dial *713# for the USSD option — no selfie needed."$200~60–100
Wk 4
May 22–31		 May 26 Tue🔴 MTN Blast #6MTN subscribers — cold acquisition, 22–40yo21,876"Don't wait till tomorrow. Fido sends cash same day. Download & get 1GB FREE data."$70~15–25
May 26 Tue🟡 AT Cold BlastUnregistered AT database — cold acquisition250,000FIDO UG blast · month-end urgency$1,200~150
May 28 Thu🔴 MTN Blast #8MTN subscribers — cold acquisition, 22–40yo21,876"Stay home. Get your loan online. Sent straight to your phone in minutes + 1GB FREE on app download."$70~15–25
TOTAL (excl. always-on triggers) ~1.1M impressions $3,560 ~780–1,270
🟣 Why add DB SMS blasts? (recommendation)
CT journeys handle real-time. J01–J08 fire automatically when a user registers, fails KYC, or gets scored. But they sunset after 3–4 messages. Users who entered the funnel weeks ago and never converted are no longer in any journey — they're invisible to CT.
UG has a large stalled cohort. With 49% historical KYC pass rate, a significant portion of registered users never got past KYC. They're eligible to be re-touched, but only via a targeted DB pull — not a journey trigger.
3 segments, 3 sends, low cost. May 8 (Reg→No KYC backlog), May 15 (Eligible→No L0 post-journey), May 22 (KYC failed retry). Each $200 via AT/Infobip. Total $600. Est. 220–400 incremental LN0 at $1.50–$2.70 CAC — best CAC in the plan.
Rules: Export list from Snowflake fresh before each send. Remove anyone already in an active journey. Max 1 SMS per user per segment per month. Do not send if user is DPD 1+.

Suppress: J08_last_msg < 7d (KYC retry), J03_last_msg < 30d (eligible), DPD ≥ 1
Budget Allocation

$52,000 — Full Month

ChannelCategoryBudget% TotalEst. LN0Est. CACAllocation
Google UAC Paid Digital $31,20060.0%5,200$6.00
Meta fb4a Paid Digital $10,40020.0%1,730$6.01
MTN Network Blasts ×8 Paid Blast $5601.1%~120–200$2.80–$4.67
AT Cold Blasts ×2 Paid Blast $2,4004.6%~300$8.00
DB SMS Blasts ×3 (owned DB) Owned Blast $6001.2%~220–400$1.50–$2.73
Sanyuka TV Partnership Partnership / Offline $3,2786.3%~150–250~$16
Influencer Campaign (TikTok + IG ×10) Paid Social $2,7785.3%~200–350~$10
SafeBoda (in-app + weekly SMS) Partnership $1610.3%~30–60~$3–5
CleverTap Journeys J01–J08 (7 live) Owned (CRM) $0—300–500$0
Reserve Flex $6241.2%——
TOTAL$52,000100%~8,330–9,030~$6.00 blended

* CT journey lift (300–500 LN0) pushes total well above the 8,655 target. Offline mix updated: Sanyuka TV partnership ($3,278) + Influencer campaign wk 2 ($2,778) + SafeBoda SMS/banner ($161) replace prior SafeBoda + field agent programme. Reserve reduced to $624 — deploy to Google ROAS L0 if week-2 pace is <80% of gate.

4-Week Milestones

Weekly KPI Gates

Cumulative LN0 gates per week. If Wk1 gate is missed by >10%, activate playbook before Wk2 budget is committed.

Week 1 — May 1–7
≥ 1,882
Cumulative LN0
  • Google & Meta campaigns live Day 1
  • J01–J08 journeys firing from day 1
  • MTN A/B blasts May 5 + May 7 executed
  • KYC pass rate ≥ 50% daily
  • PoP detection fix deployed by May 5
Week 2 — May 8–14
≥ 3,891
Cumulative LN0
  • DB SMS — Reg→No KYC blast May 8
  • MTN blasts May 12 + May 14 executed
  • AT cold blast May 12 executed
  • KYC pass rate ≥ 52% — check daily
  • Google ROAS L0 bid stabilised · Kikuubo agents onboarded
Week 3 — May 15–21
≥ 5,900
Cumulative LN0
  • DB SMS — Eligible→No L0 blast May 15
  • MTN blasts May 19 + May 21 executed
  • KYC pass rate ≥ 54% — scale DB SMS if above
  • SafeBoda rider referral bonus active
  • Reserve >$2,000 still available
Week 4 — May 22–31
≥ 8,655
Cumulative LN0 (FINAL)
  • DB SMS — KYC Failed Retry blast May 22
  • MTN blasts May 26 + May 28 + AT cold May 26
  • Final KYC pass rate ≥ 55%
  • Reserve deployed if <8,200 by May 28
  • Market agents final push · debrief May 31
Intervention Playbook

When Things Go Off-Pace

KYC rate < 50%

KYC Drop Spike

Activate J03 KYC retry journey frequency ×2. Surface lighting tip in app onboarding. Escalate to Product (PoP fix priority). Check if same-day error codes spike.

≥10% behind on Day 7

Wk1 Miss

Shift $500 reserve to Google (ROAS L0). Add a SafeBoda push notification. Bring MTN Wk2 blast forward to May 10. Do not increase Meta until Google saturates.

Google CPA > $7.50

Paid Efficiency Drops

Pause PMAX. Shift budget to ROAS L0 + App Purchase. Review UG creative performance — refresh top 2 creatives. Check if MoMo payment flow changes caused LN0 friction.

Meta ROAS < 0.7×

Meta Under-Delivery

Pause market trader test adset. Reallocate to Salaried Workers (consistently best performer). Check Facebook app event deduplication — common source of UG under-delivery.

Day 21 < 5,400 LN0

Month-End Sprint Protocol

Deploy $900 reserve fully. Add emergency MTN blast (May 27). Push SafeBoda driver referral bonus ×2. Consider adding Owino market weekend agent session (budget $300).

KYC > 58% (upside)

Upside Capture

If KYC exceeds 58% early, scale Google by 10% and add Meta Lookalike (LTV top 20%) adset. Hold reserve for sustained daily bid increase rather than single day burst.