How KPN improved app loyalty by double digits in less than 6 months.
"The marketing games have far exceeded our initial expectations. With an 80% completion rate and measurable re-engagement, we now have a retention mechanic that works without relying on interruption marketing."
— App Loyalty Team, KPN
Challenge
With nearly 1.6 million customers, KPN is the leading telecom provider in the Netherlands. Having a client base of this size comes with its own challenges. The main challenge is encouraging customers to return to the KPN App more frequently to check for new deals and games. The games need to be simple and fun enough to play repeatedly, while also being easily linked to ongoing campaigns. The games must also be included in the app itself.
Solution
We developed a series of marketing games tailored to each campaign. By having advance knowledge of upcoming campaigns, we're able to prepare the games before each campaign launches. This allows us to strategically optimize the games in advance for the highest possible conversion rate.
Results
In the first 6 months, the marketing games for the KPN app have far exceeded initial expectations. With a conversion rate of 80%, they are performing well above average. This means that out of every 100 participants, 80 complete the game and leave their details to enter for a prize. The games also lead to increased re-engagement with the app, without the need for much additional input such as newsletters or push notifications.
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