18-Month Growth Framework
Content & Social Media Strategy
A comprehensive long-term plan to reduce CAC, maximize retention, and build Nuqta into Dubai's leading rewards platform.
Target CAC
AED 15
by Month 18
Target Users
50K
by Month 18
D90 Retention
35%
by Month 18
Monthly Active
70%
MAU/Total Users
Foundation (Month 1-3)
Brand Awareness + First 1,000 Users
Duration
3 months
Budget Range
AED 15,000-25,000/month
Primary Channels
InstagramTikTokWhatsAppReferrals
Key KPIs
- 1,000 active users
- 50 merchants
- 10% D7 retention
- CAC < AED 50
Content Focus
- Launch announcement series
- How-to educational content
- Merchant spotlight stories
- User testimonial videos
- Behind-the-scenes content
30%
Educational Content
3-4 posts/weekTeach users how to maximize rewards, save money, and use the app effectively
Examples
- "5 Ways to Earn 500 Points This Week"
- "How to Stack Rewards with Your Credit Card"
- "The Ultimate Coffee Loyalty Hack"
- "Dubai Dining Guide: Best Value for Points"
CAC Impact: high
Retention: high
25%
Social Proof & UGC
2-3 posts/weekShowcase real user wins, testimonials, and community success
Examples
- User reward celebration posts
- Before/after savings journeys
- Screenshot shares of big wins
- Community member spotlights
CAC Impact: high
Retention: medium
20%
Merchant Spotlights
2 posts/weekFeature partner businesses to drive traffic and show value
Examples
- "Meet Our Merchant: [Coffee Shop]"
- New merchant launch announcements
- Exclusive deals at featured spots
- Behind-the-scenes at partner venues
CAC Impact: medium
Retention: high
15%
Promotional & Urgency
1-2 posts/weekDrive immediate action with limited-time offers and flash campaigns
Examples
- "2X Points This Weekend Only!"
- "Flash Sale: 3X at All Cafes Today"
- "Last Chance: Summer Points Bonus"
- "Weekend Warrior: Visit 5 Spots, Win 500 Points"
CAC Impact: high
Retention: low
10%
Entertainment & Lifestyle
1-2 posts/weekFun, shareable content that builds brand personality
Examples
- Dubai lifestyle memes
- Relatable rewards humor
- Trending audio/challenges
- Dubai foodie content
CAC Impact: medium
Retention: low
Content Mix Distribution
30%
25%
20%
15%
10%
Educational Social Proof Merchant Promo Entertainment
Monthly Content Rhythm
Week 1
New month theme launch, merchant spotlights, educational series start
Week 2
User success stories, mid-month flash promo, UGC campaign
Week 3
Deep-dive content, influencer collabs, community engagement
Week 4
Month recap, end-of-month promo, next month teaser