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Kidspot Case Study

By Rebecca Nathan

Kidspot’s main communications objective was to increase user engagement with the BumpWatch app with the expectation that women who downloaded it would follow the push notifications’ prompts more often and spend more time within the app. Longer app engagement also increases monetization opportunities, in this case the likelihood that the user will click on an invitation from a brand partner such as Huggies® to visit its website and join its Mums to Be Club. The company wanted to craft messaging that spoke directly to each user according to her individual point along the pregnancy journey, realizing that, just as a woman in her third trimester wouldn’t fit into the jeans of a woman in her first trimester, the same principle applies to mobile messaging.

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