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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 an 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

    • App feature adoption went up by 44%
    • 22% increase in MAU
    • 28% increase in DAU
    • 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

    Customer Testimonial:
    “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

    We at Upshot.ai believe that user engagement is the core of building brand-centric bondings between the businesses and its users. We were able to frame an award-winning customer engagement framework which differentiates us from the crowd and our competitors. If you want to be our next success story, do schedule a demo with us at Upshot.ai

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