Challenge
Cashify wanted to reach young audiences who are often skeptical about selling their phones online — seeing it as risky, unreliable, or low-value.
Their traditional Ads were not scaling, with these audiences skipping ahead without watching. The challenge was to build trust and normalize the behavior of exchanging used phones through Cashify, while staying relatable to a digitally native audience.
Approach
Rizzl handpicked 18 nano creators from varied niches — food, lifestyle, daily vlogs, and college content — rather than tech/gadget creators.
While they didn’t post about devices, they had deep trust and daily engagement with their audiences, which made their recommendations highly persuasive.
Creators shared personal stories about selling old phones on Cashify, what price they got, and how easy the process was — turning what could have been a transactional message into authentic social proof.
They were also encouraged to show what they bought with the money they earned, creating an aspirational yet relatable loop for their followers.
Results
Campaign Total
Total Spend: ₹26,000
Total Views: 200,000
Average CPV: ₹0.13
Key highlight:
Creators who produced ad-like content performed significantly below their usual average views, while those who naturally wove Cashify into their everyday life content overperformed — proving that audience trust beats niche alignment.
Insights & Takeaways
Trust > Niche Fit: Food and lifestyle creators with loyal audiences drove stronger performance than tech creators typically do.
Content that looked like an ad was skipped quickly, resulting in fewer views than a creator’s average.
Content that felt like part of a creator’s natural life delivered 2–3× their usual views, driving most of the campaign’s reach.
Because creators were seen as peers, not experts, followers treated their content as advice, not ads, improving watch-through rates and engagement.
Many followers messaged creators directly asking how to sell their devices — showing bottom-funnel impact from top-funnel content
Cost Comparison
Channel | Estimated Cost for 200K Views | Avg CPV |
|---|---|---|
Instagram Ads | ₹1L – ₹1.6L | ₹0.50 – ₹0.80 |
Micro Creators | ₹40K – ₹1L | ₹0.20 – ₹0.50 |
Rizzl Nano Creators | ₹26,000 | ₹0.13 |
Rizzl delivered 2–6× more cost-efficient reach than Instagram ads or micro-influencers.
Why This Matters
This campaign showed that influence is built on trust, not niche.
Food, lifestyle, and college creators — not tech experts — drove better performance for a tech brand because their audiences believed them.
Instead of running performance ads that only promise value, Cashify used Rizzl to have real people show it — and the more natural the content felt, the more it outperformed.
For a high-trust category like recommerce, this was a game-changer:
Real stories > Real results > Real performance.
