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.
Puma built an One8 branded mobile app on iOS and Android to boost brand engagement 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 up to 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 daily for all 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, which drove them to open the app. Further, to motivate their participation, users were shown the name of the previous day’s winner and the prize’s details 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 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 learned facts the day before stood a chance to perform well on this quiz. After the examination, the winner and the prize were announced using an in-app message.
These strategies turned out to be quite useful.
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
Also read : ITC: Deep personalization boosted app user engagement
About Upshot.ai :
Upshot.ai is an omnichannel, user engagement, and gamification platform that helps digital product owners and marketers improve their product adoption and conversions. Fortune 1000 companies such as GE, UHG, Puma, Sony, ITC, Tenet healthcare are using Upshot.ai and observed a massive increase in product adoption YoY increment in revenues.
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