200,000+ views
Total reach achieved across YouTube and Instagram creator content.
● Influencer Marketing · Case Study 
How credible voices turned a bull market into a signup engine for Angel Broking.
Driving leads and customer acquisitions for a knowledge-driven category — by finding the right 100 voices, not the loudest 10,000.
200K+Total views achieved across creators
5,000+Total leads generated
28%Lead conversion rate, up from <10%
100Vetted influencers, AI-shortlisted
01
Overview
A mature category, where credibility is the currency.
The online broking industry in India has matured, with a lot of players vying for the same retail investor.
Broking is a knowledge-driven category. Unlike impulse purchases, opening a trading account requires research, peer validation, and a sense of "this is the kind of person I trust to teach me about this."
That made word-of-mouth and credible conversations the most important growth lever — not advertising volume, but advertising authority.
In a knowledge category, the cheapest impression is the one that comes from a voice the buyer already trusts.
02
The Challenge
Bull market upside, in a market split open by new entrants.
The online broking space had been split wide open with the phenomenal success of new players like Zerodha — and a buoyant bull market sentiment to capitalize on.
A
A category leader's blind spot
Discount-broker challengers had captured mindshare with younger investors faster than incumbents could respond, redrawing share equations across the board.
B
A bull-market window to ride
Angel Broking wanted to leverage the bull-market sentiment to drive customer acquisitions for their online broking business — while the window was open.
C
The need for an efficient channel
The key challenge was finding a sustainable and effective channel that could drive highly efficient signups on the online platform — not just impressions, but accounts opened.
03
The Approach
If the category is information-driven, the channel must be too.
Retail investors look for expert and peer advice while getting into the equity trading business — which needs a lot of know-how. So in a sense, "word-of-mouth" — through influencers — was the perfect channel to drive acquisitions.
AI-driven discovery
Choosing voices by engagement, not follower count.
We used our AI-driven platform to find the best influencers in terms of engagement within the financial and investment category — filtering for audience overlap, comment quality, and historical category fit, not just reach.
- Audience-overlap analysis to dedupe identical follower bases
- Engagement-rate scoring weighted by category relevance
- Brand-safety screening on prior content history
- Tiered shortlist: Macro for trust, Micro for conversion
Influencer match matrixAI score · ER %
VR
Vineesh Rohini Finance · Tamil · 412K
94
3T
365Tamil Markets · 280K
91
PM
Pranav M. Equities · Hindi · 198K
86
SK
Smita K. Personal Finance · 142K
82
RA
Rahul A. Trading · 98K
79
DD
Divya D. Mutual Funds · 67K
74
04
The Solution
One hundred voices. Two formats. Two platforms.
The brand message was delivered through 100 influencers serving content across different topics covering the whole portfolio of Angel Broking.
YouTube · Macro & Micro
Review videos for trust, comparison videos for conversion.
Macro influencers built category-level credibility through review videos; micro influencers pulled high-intent viewers down the funnel through comparison videos that placed Angel against the competitive set.
- Macro creators: long-form review & "is this for me?" explainers
- Micro creators: head-to-head comparison videos vs. discount brokers
- Tracked open-account links in every description, not just bios
Instagram · Young investors
A parallel surface for the audience just starting out.
We deployed a similar strategy on Instagram to acquire young audiences who were looking to start their online trading career — short-form, vertical-first creative tuned for swipe-up signup paths.
- Reels-first creator briefs with native trend formats
- Story takeovers driving directly to the signup flow
- Co-branded comment moderation to keep the conversation healthy
vineesh.rohini
♥ 💬 ↗
Why I chose Angel Broking — link in bio for ₹0 account opening 🔗
365tamil
♥ 💬 ↗
3 brokers compared — for the new trader in 2024
05
Funnel impact
The same lead, three times more likely to open an account.
The shift from broad-reach to credibility-led acquisition didn't just lower CPL — it raised the quality of the lead enough that conversion nearly tripled.
Views
200,000+
Leads
5,000+
Conversions
1,400+
Before · baseline
<10%
Lead-to-account conversion rate from prior digital channels.
After · creator-led
28%
Lead-to-account conversion rate from credible-voice referrals.
06
Results
Reach that paid for itself, three times over.
Total program economics, end of campaign window.
5,000+ leads
Qualified leads generated, attributed via tracked creator links.
28% conversion
Up from <10% baseline — a near 3× improvement on lead quality.
Top voices found
Vineesh Rohini and 365Tamil among the campaign's highest performers.
What's next
Need a creator program that actually converts?
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