In September, while we were launching Brisky on Play Store, we faced the most fundamental question accompanying any product launch, how do we create a buzz about the product? Conventional methods like social media and content marketing through our Blog gave us brand visibility, but these didn’t translate into downloads which was the ultimate objective.
Over the past few months, we were debating the use of Whatsapp as a marketing tool. Whatsapp has become an intrinsic part of our lives, so much so, that we don’t even consider it as an application anymore it has become a basic need. But we had 2 reservations regarding the efficacy of the platform-
- WhatsApp by its nature is a private network, which in a way limits the reach in comparison to Facebook or Twitter as there is no social sharing which is critical in spreading the word
- There are only 3 tools that WhatsApp offered for Marketing (at least that is what we could think of)- Broadcast Messages, Profile Picture and Status, we ruled out Broadcast messages because people are generally reluctant to do it as it felt like spamming, so we decided to use the latter two but the question still remained, How?
Then enters Bobble into the scene, which completely blew us away with its highly engaging concept. For those who don’t know, Bobble is an Indian application that helps you create your own stickers using selfies, they have a host of quirky layouts that you can choose from to convey almost every possible feeling.
We realized that Whatsapp+ Bobble could possibly be the lethal combination that could catapult us towards our target and decided to give it a shot.This is what we did- We made Bobbles for our friends with the text “Brisky Download Karo Bhai” and asked them to put this picture as their Whatsapp Profile Picture for 2-3 days.
Some of our finest bobbles
The results of this hack were pleasantly surprising as we got 5X downloads in 3 days as compared to the number of downloads that we got in the 10 days prior to launching this campaign.
There were two very important insights that we derived out of this experiment-
1. Making friends put the Bobbles as their Profile Picture was a cakewalk unlike the usual begging that is required for making them share posts and this also saved us from the frequent allegations that we are misusing their friendship as all of them loved the Bobbles, therefore were more than happy to oblige. This speaks volumes about the engaging nature of Bobbles as people want to use it which makes it much easier to create the virality that all of us seek.
2. While the initial request was only to keep the picture for 2-3 days, as it turns out, almost everyone had it for 2 days but many of them still have it as their profile picture i.e, almost 10 days later, this was the biggest gain for us and a testament of the effectiveness of this method.
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