Mint.com viral case study

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Mint.com combines database driven targeting, social media and email to create an incredibly viral marketing campaign!

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  • So here’s where the strategy starts – Mint.com was sure that offering their customers a free ipod for driving 3 new subscriptions to mint.com would be the big winner. But figured it best to test so they also offered nothing – basically a you love us so your friends will love us – tell them about us message. As well as an offer for access to an exclusive beta offering if three friends signed up. They launched the three offers to a percent of the target audience to determine what offer they would ultimately go to market with – all the while prepared to move forward with the iPods – and much to their surprise, the iPod was not the winner. Exclusive access to beta content? Won hands down.
  • Mint.com viral case study

    1. 1. <ul><li>Campaign Objective: Acquire new Mint.com users at little or no cost. </li></ul><ul><li>Campaign Strategy: Email to engaged users asking them to recommend Mint.com to their friends. Tap into social media networks to facilitate referrals. </li></ul><ul><li>Key Metrics Tracked: Open rate, percent of users inviting friends, percent of friends becoming users. </li></ul><ul><li>Definition of Success: Less than $1 CPA </li></ul>New Customer Acquisition Case Study
    2. 2. Market Research Drove Campaign Design
    3. 3. Test Social Motivators <ul><li>Mint.com launched an Influencer program designed to drive new user registrations. </li></ul><ul><li>Ran an A/B Test using three different offers: </li></ul><ul><li>A free iPod </li></ul><ul><li>Early Access to a Beta </li></ul><ul><li>Nothing (Control Group) </li></ul><ul><li>The Winner deployed to the remainder of the list. </li></ul>
    4. 4. … and Social Influencer allows brands to test motivators
    5. 5. Streamlined Sharing Drove Higher Invites Per User
    6. 6. The Campaign Results <ul><li>48% Open Rate </li></ul><ul><li>10% of the recipient list became influencers </li></ul><ul><li>Each Influencer sent 5 invitations on average </li></ul><ul><li>Generated 2.6 new users for every 1 invitation. </li></ul><ul><li>Average CPA: $0.50 </li></ul><ul><li>40,308 invitations netted an additional 8,549 new accounts </li></ul>One mailing drove a 44% lift in New Users versus prior week

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