On the cusp of launching the Windows Live Messenger iPhone App in Canada, Microsoft’s Messenger platform was losing users to Facebook chat, text messaging and competing instant messenger services that had been quickly adopted by the younger market. To complicate matters, rogue clients had also gained first-market advantage, securing millions of iPhone app downloads.
Delvinia’s challenge was to generate awareness, drive conversion and encourage usage of the iPhone app by leveraging Microsoft’s media inventory on the MSN, Hotmail and Instant Messenger platforms.
To attract the attention of consumers, we first wanted to better understand app download behaviour. Our initial research uncovered a few key insights:
- 62% of people searched for apps in the AppStore, while 60% browsed apps. This made it critical to maintain position in the top 5 downloaded apps
- 46% of iPhone owners found out about apps through word of mouth, so targeting social influencers—individuals who are considered to be early adopters of technology that are highly active in social networks—was essential
Delvinia realized that with robust contact lists of friends, family and colleagues gained and managed over time, Windows Live Messenger had a key advantage over their competitors, one that could be exploited t develop a social strategy.
Enter No Friend Left Behind, a creative concept that highlights the critical moments in life when you need the expertise of the friends on your IM list the most—all while poking fun at the fact that different friends meet different needs in our daily lives.
The No Friend Left Behind app encouraged users to download a badge that best describes their personality—examples include stylista, foodie, wingman and party pro—and then add it as their Messenger, Facebook or Twitter profile picture. Participants were then challenged to get their friends to vote for them to unlock higher level badges and gain street cred.
And, through the use of browser detection techniques, iPhone owners were provided with a unique experience, and badges, to further drive the connection between Windows Live Messenger and the iPhone.
Delvinia developed and tested the app before its launch, then enjoyed witnessing its success.
Within the first six months alone:
- More than 300,000 users interacted with the No Friend Left Behind website
- 10% of users created profiles
- More than 4,000 badges were downloaded
- 29% of participants posted messages to Facebook and 9% via Twitter
Most importantly, the program generated ongoing awareness and increased activation of the iPhone app, maintaining its top 10 position within the social app category.
The program has received the following awards and recognition:
- Named an Official Honoree in the Email Marketing category in the Webby Awards
- Winner of a Silver Award in the W³ Awards
- Winner of a Silver Award in the Davey Awards