Overview

Enhancing user retention via digital amplification and marketing automation for a dairy brand app

The Story

Brand and Business Context 
 
Gyan Dairy, a Lucknow-based dairy brand, was expanding its market reach by launching a mobile app as part of its digital amplification and diversification strategy. The app aimed to increase the user base and improve retention by encouraging users to place orders online. We needed to get to 3,000 Daily Active Users and about 9,000 Monthly Active Users over a 3-month period. 
 
The primary target cities for the app launch were Lucknow, Kanpur, and Allahabad.
 

The Goal

1. Increasing the user base of the app

2. User retention via digital amplification and marketing automation

The Solution

Since every market behaves differently from the other, we realized that we cannot take a one-size-fits-all approach. Thus we develop a three-pronged strategy.

 

Audience: We created specific cohorts that were most likely to consume the products and have the digital system built around them to avail the offer online. 

Content: We A/B tested with English Hindi, and Hinglish copy for creatives. We tested these creatives against multiple cohorts to land on a winning version. 

Incentives: We decided to nudge users by coming up with a payweek property, weekend property, and other upselling and cross-selling offers.

 

The Results

The campaign saw a 36%
increase in daily orders.
The per day orders stood at
8,300 through the app

Which resulted in overall revenues
from digital increased to more than
1.5CR month on month

The brand also saw an increase
in the subscription to recharge rate
to over 90%