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narendra peesapati
narendra peesapati June 11, 2020

    SITUATION
    Puma and Virat Kohli, the Indian cricket team captain, collaborated to launch Virat’s own clothing
    brand One8. It’s an exciting range of clothing with the tagline “Come Out and Play” that
    encourages people of all ages to integrate play & sport into their daily life to remain fit and
    relieve stress.
    To boost brand engagement, Puma built a One8 branded mobile app on iOS and Android that
    Virat fans can download to access his cricket statistics, personal training videos, and exclusive
    content.
    BUSINESS GOALS

    Improve brand engagement via influencer marketing.
    PRODUCT GOALS
    • To drive app usage across all its features.
    • Strong user engagement and higher user retention.
    CHALLENGES
    The App feature usage and user retention metrics were not upto the Puma team’s
    expectations. To give these metrics a lift, they wanted to leverage the then-upcoming mega
    global sporting event, ICC Cricket World Cup 2019, to make users open the app on a daily basis
    for all the 45 days of the World Cup.
    As most app publishers know too well, getting users to open an app daily is a real challenge.
    The Puma team needed help to pull that off.
    SOLUTION
    Both iOS and Android versions of the One8 app were integrated with Upshot.ai.
    The Upshot.ai customer success team worked with the client to design a user
    engagement plan for the World Cup that revolved around using analytics,
    gamification and personalized push messaging to motivate users to open the app
    daily and try out more features.
    Phase 1 – At the start of the World Cup
    Users could opt into a five-day quiz contest run daily. Every day, they got a push
    notification announcing the quiz, and this drove them to open the app. Further, to
    motivate their participation, users were shown the name of the previous day’s
    winner along with details of the prize using an in-app message. This strategy
    increased quiz participation as intended.
    Phase 2 – When the World Cup was underway
    Users were engaged successively on two days, the day when India played a match
    and the day before it.
    On the day before, users got a personalized push notification deep-linked to an
    app feature named Journey that shows Virat’s overall ODI stats as well as
    performances against India’s opponents.
    The next day, users got a second push notification announcing a quiz that tested
    them on Virat’s stats against India’s opponents that day. Anyone who learnt facts
    the day before stood a chance to perform well on this quiz. After the quiz, the
    winner and the prize was announced using an in-app message.
    These strategies turned out to be quite effective.
    RESULTS
    22% increase in
    App feature adoption
    went up by
    44%
    28% increase in
    DAU
    MAU
    Day 3 retention went up by
    44% and Day 7 retention
    by 38%
    UPSHOT.AI FEATURES LEVERAGED
    • Personalized push notifications that are
    deep-linked to app features
    • Trivia to push quizzes on the go
    • In-app messages to announce
    winners and prizes
    “We’ve been able to boost fan engagement on the Virat Kohli
    app using Upshot.ai.Its gamification and engagement
    capabilities gave us a bunch of tools to get more creative. Their
    customer success team were our partners in this exercise and
    helped us in getting users to our app again & again, especially
    during the 2019 World Cup.’’
    Saugaat Ranjan
    Marketing
    Puma Group

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