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Diwali, also known as ‘Deepavali’, is the Festival of Lights. People decorate their houses with diyas and lanterns to signify the triumph of light over darkness and good over evil. However, there are various other stories associated with the festival.
Although Diwali is a big festival in India, it is also celebrated in other countries including Nepal, Sri Lanka, Singapore, Malaysia, Myanmar, Mauritius, and Fiji. In fact, Diwali has been declared a national holiday in these countries.
Indians in the US also celebrate Diwali. Even the President welcomes the festival of lights by lighting a diya in his office and wishing Indians a Happy Diwali.
Diwali is a time when most people buy products for their houses, from electronics and home interiors to clothes and kitchenware. As a result, we see a spike in sales for all these products every year during this festive season. Marketers wait year long for this season and run creative campaigns to attract more and more users so they can become potential buyers.
Mobile Engagement & Retention
Bigger e-commerce giants try to cash-in on this opportunity to attract more users by running marketing and sales campaigns. Around 12-15% increase in digital spend was observed this Diwali. Many brands did their part to grab their share of the market with some great offers and discounts.
The CleverTap team noticed some brilliant hacks by various brands trying to help their customers and make their Diwali special.A Total of 12.5M Impressions Were Made Using CleverTap’s In-App Messages this Diwali! Click To Tweet
We studied the in-app campaign strategies of different brands and their success rates. Here are the 4 most effective hacks we found for you to incorporate into your next marketing campaign.
Healthify-Me, a digital weight loss and fitness services platform, knew that people tend to eat lots of sweets and savories during Diwali. So they decided to engage their user base with an emotional message.
The message not only encourages users to “Celebrate Diwali”, but to enjoy the moment without feeling guilty. Paired with a clear call to action, “Go Premium Now”, this message showed a significant increase in click-through rates.
Diwali usually witnesses some of the biggest movie releases of the year. BookMyShow, one of the biggest movie and event ticketing apps with 34M+ downloads, utilised this opportunity by sending out a notification with a clear messaging about its Blockbuster Week and what its users would save from this offer. To add more value, they also communicated their offer on food and beverages.
Sending such notifications in a timely manner always leads to user retention in the long run. Here is a screenshot of In-App notification that helped them get higher CTAs.
Leading Indian mobile network operator Idea is known for its creative and catchy jingles. But this time they went the extra mile by partnering with an e-commerce giant. An in-app notification was sent to their user base with an Amazon Gift Voucher up for grabs.
They sent a perfectly timed notification with the call to action, “Avail now” to nudge users into launching the app.
Dream11, India’s largest fantasy cricket, football, and kabaddi game of skill, decided to make Diwali even more special for their users by launching a campaign with a cash bonus offer. The team at Dream11 used in-app notifications to drive user engagement and conversions.
This clear and clutter-free notification for an extra cash bonus got Dream11 a higher CTR for their campaign.
Sending creative, personalized campaigns during holidays and festivals is a great way to connect with your users.
Whether you received notifications or not, we hope you had a wonderful and safe Diwali. If you have any other interesting Diwali campaign hacks that have worked out for you, please share them with us in the comments below.
The Intelligent Mobile Marketing Platform