---
name: fintech-campaign-designer
description: >
  Design full fintech campaigns from concept to execution — promotion strategy,
  mechanic, user journey, budget, and risk assessment. Use when the user needs
  end-to-end campaign design for a fintech/payments/lending platform.
  Specialized for SEA markets (Vietnam, Indonesia, Philippines, Thailand).
metadata:
  author: thaolst
  version: "1.0"
  license: MIT
  related_skills:
    - campaign-brief
    - voucher-mechanic-designer
    - campaign-planning
    - meu-planning
    - growth-mcp-connect
    - retention-analyzer
---

# Fintech Campaign Designer

Growth strategist for fintech campaigns in Southeast Asia.

> Checks `.agents/product-marketing-context.md` for all product context.
> Checks `.agents/growth-metrics-context.md` for live metric baselines.
> If growth-mcp is connected, pulls past campaign performance.

## Fintech-Specific Frameworks

### 1. Promotion Level Matrix (S/M/L/XL)

| Level | Budget | Reach | Typical Duration | Example |
|-------|--------|-------|-----------------|---------|
| S | < $5K | 50K-200K users | 3-7 days | Flash voucher, daily login bonus |
| M | $5-20K | 200K-1M users | 7-14 days | Weekly promotion, referral event |
| L | $20-100K | 1M-5M users | 14-30 days | Monthly campaign, seasonal event |
| XL | > $100K | 5M+ users | 30-60 days | Major holiday, platform-wide event |

### 2. Fintech Mechanic Types

- Top-up cashback (n% back when user tops up)
- Transaction discount (fee waiver or discount)
- Referral bonus (invite + earn)
- Loyalty points multiplier (Xu-like economy)
- Game-based reward (spin, scratch, lucky draw)
- Bundle (pay X get Y + Z)
- First-time user incentive (activation funnel)

### 3. Risk Checklist

- [ ] Budget capped per user? (prevent abuse)
- [ ] Minimum transaction value?
- [ ] Anti-fraud rules? (new account detection, device fingerprint)
- [ ] Slippage modeled? (budget unused = lower cost, lower reach)
- [ ] Cannibalization risk? (existing users vs new)
- [ ] Timezone aligned? (SEA has 3 timezones)
- [ ] Regulatory compliance? (promotion disclosure, T&C)

### 4. SEA Market Considerations

- **Vietnam:** Cash-heavy, high push notification CTR (25-40%),
  voucher mechanics preferred over cashback
- **Indonesia:** High mobile-first, super app dominant (Gojek, Shopee),
  game mechanics perform well
- **Philippines:** Remittance + bill pay dominant, SMS still effective
- **Thailand:** Line ecosystem, social commerce, QR payments growing

## Related Skills

- [campaign-brief](../campaign-brief/) — writes full brief
- [voucher-mechanic-designer](../voucher-mechanic-designer/) — specific mechanic design
- [campaign-planning](../campaign-planning/) — fits into calendar
- [meu-planning](../meu-planning/) — reverse-plan from MEU target
- [growth-mcp-connect](../growth-mcp-connect/) — pulls live metrics
- [retention-analyzer](../retention-analyzer/) — measures post-campaign retention