How upGrowth Helped deAsra Reach 1 Million Users

The deAsra Story

When upGrowth began working with deAsra nearly 7–8 years ago, the deAsra platform had approximately 5,000 users. The organisation had a clear mission – to make business knowledge, resources and support more accessible to entrepreneurs and small businesses.

As the platform and its initiatives grew, the digital challenge evolved. It was no longer just about creating awareness. deAsra needed to consistently reach entrepreneurs, drive users to its platform, promote relevant resources and programs, and build sustained engagement across its digital ecosystem.

Over the years, upGrowth became a long-term digital growth partner to deAsra, supporting the organisation across multiple aspects of digital marketing – from paid acquisition and social media to content marketing, organic growth, email marketing, creative development and program promotion. The partnership also extended to supporting program teams, conducting digital sessions and helping take new initiatives to the target audience.

This long-term approach helped deAsra continuously strengthen its digital presence and reach more entrepreneurs through different channels and formats.

By September 2026, the deAsra platform had crossed 1 million users – representing a significant evolution from the approximately 5,000 users when the partnership began

Identified Challenges

As deAsra evolved, the digital growth challenge became increasingly complex:

Build awareness for deAsra among entrepreneurs and small businesses
Reach entrepreneurs across different business stages, industries and locations
Grow the platform’s user base through scalable digital channels
Create awareness and engagement around multiple programs and initiatives
Develop useful content and resources that address real business challenges
Balance paid acquisition with sustainable organic growth
Adapt digital communication as audience behaviour and platform offerings evolved
Support different deAsra teams and initiatives with timely digital marketing execution

upGrowth's Strategy and Execution

Rather than treating each campaign as a standalone activity, upGrowth worked with deAsra as an extended digital growth partner across the organisation’s evolving requirements.

Scope of Engagement

Paid & Performance Marketing
Social Media Marketing
Content Marketing
Organic Growth & SEO
Creative Strategy & Design
Email Marketing
Program & Campaign Promotion
Digital Campaign Strategy
User Acquisition
Marketing Analytics & Optimisation
Digital Sessions & Workshops
Support for Program Teams and New Initiatives

Key Initiatives

Paid Acquisition
Planned and executed digital campaigns to reach relevant entrepreneurs, promote deAsra’s resources and programs, and drive users towards the platform.

Content & Organic Growth
Developed and promoted useful business content around topics relevant to entrepreneurs, helping deAsra build a stronger organic presence alongside paid acquisition.

Social Media Marketing
Supported deAsra’s social media presence through content planning, creative development, campaign communication and audience engagement.

Resource-led Acquisition
Used practical business resources such as checklists, guides, templates and playbooks as entry points to attract entrepreneurs and introduce them to the wider deAsra ecosystem.

Program Promotion
Supported the digital promotion of workshops, programs, initiatives and new offerings as deAsra continued to expand its services.

Creative & Communication
Developed campaign creatives and communication assets across multiple initiatives, ensuring that complex programs and resources could be communicated simply to the target audience.

Email & Engagement
Supported email marketing and other engagement initiatives to maintain communication with users and encourage continued interaction with deAsra’s resources and programs.

Program & Team Support
Worked closely with deAsra’s teams to translate program objectives into practical digital campaigns, communication plans and execution.

Initial Situation

When the partnership began

~5,000 platform users

deAsra was in an early stage of building its digital platform and expanding its reach among entrepreneurs.

The focus was on establishing a digital presence, creating awareness and finding effective ways to connect entrepreneurs with relevant business resources and support.

The journey over the years

As deAsra’s platform, programs and digital ecosystem expanded, the role of digital marketing also evolved — from individual campaigns to a broader, multi-channel growth approach.

September 2026

10,18,721+ Platform Users

The platform has grown to serve a significantly larger entrepreneur community, supported by years of continuous digital activity, experimentation and optimisation.

The Objective

The long-term objective of the partnership was to help deAsra build a sustainable digital growth engine that could:

Expand its reach among entrepreneurs
Grow the deAsra platform user base
Build awareness for its programs and resources
Develop multiple acquisition channels
Strengthen organic and paid digital growth
Improve engagement with entrepreneurs
Support new initiatives as the organisation evolved
Create a stronger and more consistent digital presence

The upGrowth Strategy

The strategy evolved continuously as deAsra’s platform and audience grew.

Rather than relying on one channel, the approach connected different digital activities into a broader growth ecosystem:

REACH

Paid Ads + Social Media + Organic Search

Reach relevant entrepreneurs through paid campaigns, social platforms and search.

↓

ATTRACT

Resources + Content + Programs

Use useful and relevant resources, content and programs to give entrepreneurs a reason to engage with deAsra.

↓

ACQUIRE

Website + Landing Pages + Campaigns

Convert interest into platform users, registrations and program participation.

↓

ENGAGE

Social + Email + Content + Programs

Keep users connected with relevant resources, knowledge and opportunities.

↓

GROW

Optimisation + Experimentation + New Initiatives

Continuously test new audiences, channels, content formats and acquisition approaches as deAsra’s needs evolved.

Impact

10,18,721+ Platform Users

From approximately 5,000 users when the partnership began to more than 10 lakh platform users by September 2026, deAsra’s digital footprint has grown significantly.

The Growth Journey

~5,000
Platform users when the partnership began

↓

1,81,000+
Platform users highlighted in the 2022 case study

↓

10,18,721+

Platform users as of September 2026

The earlier 2022 case study documented the first major phase of this journey, when deAsra had crossed 1.8 lakh users. The current case study continues that story, covering the partnership’s evolution and the growth of its digital ecosystem.

Campaign & Strategic Highlights

Over the course of the partnership, upGrowth has supported deAsra across:

Paid digital acquisition
Social media marketing
Content marketing
Organic growth
Resource-led campaigns
Program and initiative promotion
Email marketing
Creative development
Digital sessions and workshops
Audience and campaign experimentation
New digital initiative launches
Ongoing marketing optimisation

Key Strategic Learnings

Digital growth is a long-term process
Building a large digital ecosystem requires continuous experimentation, optimisation and adaptation rather than relying on one campaign or channel.
Useful content can drive acquisition
Practical resources that solve real business problems can become powerful entry points for attracting entrepreneurs.
Paid and organic growth complement each other
Paid campaigns can accelerate reach and acquisition, while content and organic growth help build a sustainable digital presence over time.
Different audiences need different approaches
Entrepreneurs differ by business stage, location, industry and needs. Audience segmentation and relevant communication therefore remain important.
The strategy needs to evolve with the business
As deAsra introduced new programs, resources and initiatives, the digital strategy also evolved to support changing objectives and audience needs.

Conclusion

The growth from approximately 5,000 users to 1 million users represents years of continuous work, experimentation and evolution.

For upGrowth, the deAsra engagement has gone beyond campaign execution. Over the years, the partnership has expanded into a broader digital growth role – supporting acquisition, content, social media, organic growth, creative, email marketing, programs and new initiatives.

As deAsra continues to expand its digital ecosystem and reach more entrepreneurs, upGrowth continues to work alongside the organisation to identify new opportunities for reach, acquisition and engagement.

A Journey That Started in 2018–19

This is the next chapter of the deAsra digital growth story.

Read our earlier 2022 case study:

How upGrowth Helped deAsra Foundation in Digital Growth

The earlier case study covers the journey up to 2022, while this case study builds on that story and looks at the partnership’s continued evolution through 2026.

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