medium.com/dunzo/how-to-m…
TL;DR How we, @DunzoIt, created a push notification strategy around Bollywood and how it helped us in creating brand awareness & improving our CTRs consistently. A thread with the highlights of our 3-month experiment. (1/10)
TL;DR How we, @DunzoIt, created a push notification strategy around Bollywood and how it helped us in creating brand awareness & improving our CTRs consistently. A thread with the highlights of our 3-month experiment. (1/10)
While push notifications are great for engaging with users directly without worrying about reach or algorithms, it's hard to get their attention in a cursory glance. Users have developed a bullshit-radar for PNs thanks to the cliched content they have been subjected to! (2/10)
Whether it’s the nostalgia of 90s songs or the sassy dialogues of popular web series, we all have something that reminds us of the things we love (or love to hate) about Bollywood! (3/10)
Puns and humor have always been an integral part of Dunzo’s brand tone of voice. With the rise of vernacular content in digital media, we had an interesting premise to build on. So we started out with 2 objectives in mind - to build brand awareness & improve our CTR. (4/10)
Our hypothesis was that people will relate to the quirky notifications. What we hadn’t expected was a flurry of social media mentions and overflowing adulation from our users! On an average, our PNs have been getting 10–12 mentions every week across Twitter and Instagram. (5/10)
It was time to measure the impact of this branding. In this 3-month period, when we sent these notifications, not only our CTR increased by 65% but the exercise directly helped the business with a 45% increase in orders! And we achieved all this with ZERO marketing budget! (6/10)
Learnings:
1. Language - Not just popular English TV shows, but even the references of 90s Hindi shows work. Clever wordplay (Need sugar, daddy?) is effective too.
2. Emojis - Adding colorful and bright emojis in the beginning of Line 1 helps in grabbing attention (7/10)
1. Language - Not just popular English TV shows, but even the references of 90s Hindi shows work. Clever wordplay (Need sugar, daddy?) is effective too.
2. Emojis - Adding colorful and bright emojis in the beginning of Line 1 helps in grabbing attention (7/10)
3. Value Prop - PNs should communicate a specific, preferably quantifiable, value prop. {For us, this is delivery time (<45 mins)}
4. Timing - Should be relevant. We send- breakfast comms: 8:30 am, lunch comms: 12:30 pm, snacks/grocery: 4 pm, and dinner comms: 7:30 pm) (8/10)
4. Timing - Should be relevant. We send- breakfast comms: 8:30 am, lunch comms: 12:30 pm, snacks/grocery: 4 pm, and dinner comms: 7:30 pm) (8/10)
Moral of the story:
If user engagement is the love interest that your brand, as a protagonist, is trying to woo through PNs in a Bollywood romance, then cliche formats and unimaginative content is the toughest villain standing in your way. :) (9/10)
If user engagement is the love interest that your brand, as a protagonist, is trying to woo through PNs in a Bollywood romance, then cliche formats and unimaginative content is the toughest villain standing in your way. :) (9/10)
