CHARITY CUSTOMER STORY
Sticking to the 'Stache: Movember's In-App Revolution with Atomic.io
About Movember
CUSTOMERS
300,000+
Tools
Key results:
10x
higher CTR compared to email
8%
increase in user retention within the app
Enhancing in-app messaging to foster stronger user engagement
Challenge
Solution
Leading up to November 2023, Movember integrated Atomic.io, transforming their fundraiser community experience by seamlessly delivering dynamic, actionable content within both their web and mobile applications. The implementation involved integrating Atomic.io into variations locations, including the mobile app (both iOS and Android), their existing website APIs, the web platform, and Salesforce Marketing Cloud to incorporate notifications and action cards into various user journeys.
The impact was immediate. Leveraging Atomic.io, Movember deployed over 1 million action cards to notify users of new donations and guide them to personalised thank-yous for the donors. This straightforward approach achieved an impressive 20% click-through rate, further enhancing user engagement within the app.
By seamlessly incorporating Atomic.io action cards into their established Salesforce Marketing Cloud journeys, Movember successfully encouraged users to update their profile and contact information, achieving an outstanding 10% click-through rate, far surpassing industry averages in traditional channels like email (2.3%).
To sustain user motivation throughout the entire month, Movember partnered with brands such as Gillette and Pringles, matching donations during specific periods over the month. These donation-match action cards garnered a 24% click-through rate (10x higher than industry averages in email) and effectively maintained user engagement during traditionally less active times of the month.
Key takeaway
By the end of their campaign, Movember published over 5 million Atomic.io action cards to users in the web and mobile app. This yielded significant results, notably an impressive 8% increase in in-app customer retention compared to their 2023 campaign. The platform’s capacity for unified, actionable, and high-conversion two-way messaging proved instrumental in achieving this. This success underscored Atomic.io’s pivotal role in Movember’s strategy to not only address immediate communication challenges but also drive sustained user growth, increase app engagement and ultimately raise more funds for men’s health.
