The brief
Oolka is an AI credit-score app for mass-market India. When I started in February, @oolka.in had about 32,000 followers and was adding under a hundred a day.
The brief had one line: grow the page fast, organically.
The diagnosis
Borrowing from the people who already had the audience we wanted to build.
The idea
Put Oolka inside creators’ feeds, starting where few brands go.
I started with comedy skits, the category not many brands try to go for. Then authority voices, CAs and finance creators, who make people trust a credit app. Then tech creators, whose audiences take app advice seriously. Every collab ran as a joint post, so each viewer saw the creator and @oolka.in together.
What I ran
- Creators. Scouted, pitched and closed them: 33 collabs in my first month, 54 in July, and 200+ creator collabs in all. Also included finding trends and jumping on them. Created a video with Bhandesiri before he went ultra viral and ran it for growth.
- Scripts. Creators sent a first draft, I pushed the hook, and we shot what we thought would go viral. And many did. 10M+ organic views across collabs.
- Budget. It grew as the numbers held: double in June, more than triple by August.
The turn
In March, the collab feature was switched off on our account.
The same creators still got 100K to 436K views on their own pages. Reposted on ours, they got 2,800 to 5,200. Daily follower gains fell by a third.
My audit that month came down to one line:
The distribution is the problem.
We kept creator content on creators’ pages, and ran a weekly contest on ours to hold the pace. March closed at 61,839.
The second problem
By May, the goal now included paying users in addition to followers.
What predicted a subscription was intent. People who arrived with a real credit problem converted at 8.2%. Everyone else converted at 0.86%.
So I built a reason to act: Mission 2027.
It’s a reward that only pays out when a subscriber’s score actually improves, carried by the creators who had already proven themselves.
The page’s own voice
Creators brought the reach. The page’s own posts were created by me.
Carousels that explain credit the way people talk about money, in Hinglish. I wrote and designed them.
The result
- 100K in the first week of June.
- July was the fastest month: about 1,550 new followers a day.
- Mission 2027: 6.5M views, 99,833 likes, 36,673 comments. Sixteen overdue loans cleared.
- The page passed 200K in September.