10app Case Study


10app-header

10 is a video sharing app that lets you easily extract videos from your GoPro, iPhone, and other digital cameras, edit them, and share them with others on your favorite social networks. Launching a new mobile app is a high stakes game that 10 has mastered with the help of Kahuna. After being featured in the iTunes store in several countries, 10 was able to climb the rankings by engineering virality.

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Challenge

Getting and staying in the iTunes Top Charts is vital for an app’s success, and 10 knew that the key to iPhone users discovering its app would be to maintain a high ranking, which is determined by a complex calculation of adoption and engagement rates. Apple aims to send users to apps that they’ll love, so making sure customers were using the app after downloading it would boost 10’s popularity. “We needed to test and send real-time push notifications that would compel our iPhone audiences to engage more with app,” co-founder Ian McCarthy said.

Reason

With powerful segmentation capabilities and behavior-based messaging, Kahuna helped 10 send targeted notifications that would motivate its worldwide base of users to take action. Encouraging the action of sharing by setting up behavioral triggers was especially important to 10’s vision of becoming a destination for engaging videos. “Kahuna allows you to customize the way that you define groups of users and to understand what they’re doing,” Ian said. “That speaks volumes. Kahuna understands the nuances of mobile messaging.”

 

“Over the last three months, Kahuna has been consistently responsible for 14% of our monthly active users, or 1 in 7 users.”

 

Impact

“Over the last three months, Kahuna has been consistently responsible for 14% of our monthly active users, or 1 in 7 users,” Ian said. Using Kahuna as its engagement platform, 10 has also seen a 191% uplift in goals achieved—sharing—which contributes significantly to their overall strategy of generating a repository of videos for people to enjoy.

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