SITUATION
ITC Mangaldeep is the No. 2 Agarbatti and No.1 Dhoop player in India. With its mission of being an enabler of devotion for individuals and families. Mangaldeep has always been part of their devotional journey through its products over the years. Moreover, In 2016 it entered services by launching the Mangaldeep devotional app on iOS and Android platforms. They started serving devotional content such as puja vidhi, bhajans, mantras, chants, and more. The app supports English and seven other Indian languages and Nepali.
There is an abundance of content on the app. With huge content, it became important to guide the users to appropriate app sections of the app. Most of the engagement is planned daily. Also few festival-related pujas, mantras, mythological stories, etc.
BUSINESS GOALS
- Firstly, Drive brand imagery for Mangaldeep by integrating with devotees across their devotional ecosystem.
PRODUCT GOALS
- On the whole, Enable Mangaldeep App users to practice devotion by providing devotional content for daily puja and festive needs.
CHALLENGE
Observation:
- However, user activity as measured by Session Count had stagnated.
Consequence:
- With a festive season upcoming, this would impact in-app content consumption negatively
SOLUTION
The Navratri Festival is considered as a devotional highpoint for Durga Puja. It also comes with an opportunity for the brand to connect with its App users to lift the engagement.
In 2019 Navratri Festival lasting from 29-Sep-2019 to 08- Oct-2019. The ITC Mangaldeep and Upshot.ai teams decided to provide a deeply personalized experience to its app users. A contest was planned wherein users were asked to perform daily rituals as per the day’s significance. The contest is active in English and Bengali language.
For effective engagement, the contest was personalized in these
following ways:
- Promote content from the app repository that is relevant to the festival
- Identify preferred content in order to make the best possible use of the same
- Consider user preferences, such as app language and popular content
Each personalized engagement was deep-linked to content that the user could consume. These messages were scheduled at the right time, as several devotional rituals are bound to a particular time of day.
The contest was successful and 68 users were identified as winners. Also, content consumption in the app grew as a result of the campaign.
RESULTS
ITC Mangaldeep achieved
- 22% Higher Content Consumption
- 75% Increase in unique app users
In Period: 29-Sep-2019 – 08-Oct-2019
UPSHOT.AI FEATURES LEVERAGED
- User behavior analytics
- User segmentation
- Deep-linked, time-sensitive Push Notifications
- In-App Message
Client Testimonial
“Upshot.ai has allowed us to manage both user engagement and analytics from a single tool. At ITC Mangaldeep, we used it to increase stickiness among our mobile app users using a mix of capabilities – custom analytics, in-app tutorials, multilingual surveys & personalized messaging. We’re also quite happy with their customer success team. They are active in sending their strategic inputs for us to consider and approve”
Atul Pujar
Head of Marketing
IT
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Also read: Puma – How it leveraged Upshot.ai for Successful Product adoption
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