SuperDigital (formerly branded as ContaSuper) was a prepaid credit card fintech in Brazil serving unbanked and underbanked consumers. As Head of Digital Acquisition, Kleber built the entire paid acquisition engine from zero, scaling to 15,000 new monthly accounts at $1 CAC with a $15,000 monthly budget.
The Top of Funnel phase focused on broad awareness and ICP discovery, running campaigns across Google Display and Facebook to measure engagement patterns and identify which audiences responded to the prepaid card value proposition. The goal at this stage was not conversions but understanding audience behavior and building initial data signals.
Based on those insights, the Middle of Funnel wave tested six distinct ICP-related problems, each tied to a specific real-life use case: home emergencies (unexpected repairs needing instant payment), online shopping (for people without traditional bank cards), allowances (parents loading money for dependents), international usage (direct-to-account exchange operations in 10 currencies), night outings (safe spending without carrying cash), and bus tickets with credit function (daily commute payments). Each problem ran as its own ad set with tailored creative and messaging. Within two weeks, data showed clear winners: online shopping and international use cases had 3x higher engagement and click-through, while allowances and cafeteria attracted a specific parent demographic with strong intent signals.
The winning middle-of-funnel creatives were then refined into Bottom of Funnel campaigns with conversion-optimized CTAs such as “Open your account in 2 minutes” and “Get your card today,” where structured A/B testing on landing pages, form fields, and CTA placement drove conversion rates up systematically.
Throughout the process, continuous cohort analysis tracked users from first ad impression through onboarding, first top-up, and ongoing usage. This revealed that users who didn’t activate within 72 hours had less than 5% chance of ever activating, which shaped the lifecycle email strategy around that critical window.
The campaign also involved rigorous ICP validation. A contractor segment was tested and killed within two weeks after showing only 12% activation versus the 39% benchmark, with cost-per-activated-account running 3.25x higher than other segments. A taxi drivers segment (who preferred cash transactions) was similarly killed based on early activation signals. These learnings led to the creation of an ICP prioritization framework scoring segments on digital readiness, existing financial behavior, network effects, and support requirements.
Collaboration with Product and Engineering reduced onboarding completion time by 45% through streamlined onboarding flows (reducing form fields from 12 to 6, adding progress indicators, implementing email/SMS recovery for abandoned KYC with 8% recovery rate). These improvements lifted overall activation from 39% to 44% across all segments.
Final results included a 39% activation rate (first account top-up), a 60-day LTV of $50, brand awareness establishing SuperDigital among Brazil’s top 300 most visited websites within 12 months, and a fully operational attribution and cohort reporting infrastructure built from scratch.
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