Universimm – App Marketing Case Study

Introduction

Universimm is an innovative social networking app that bridges the gap between individuality and community by focusing on interest-based connections. With features like selecting categories and subcategories and posting locally or globally, Universimm aims to provide a unique, meaningful user experience. Launched to cater to a broad audience of passionate individuals, the app faced the challenge of standing out in a saturated social media market dominated by giants like Facebook and Instagram.

Challenges:

Competitive Market: Competing against well-established platforms with large user bases.
User Awareness: Educating users about the app’s unique interest-based structure and features.
Retention Issues: Encouraging users to actively post, create stories, and engage consistently.
Community Building: Creating diverse yet active and meaningful communities for niche interests.

Course of Action:

Interest-Based Campaigns:

Targeted ad campaigns on Facebook, Instagram, and Google Ads, emphasizing Universimm’s USP: “Connecting people through shared interests.”
Carousel and video ads showcasing app features like category and subcategory selection, story creation, and local/global posting options.

User-Generated Content (UGC):

Encouraged users to create posts and stories in their niche interests through giveaways and contests.
A referral program incentivized users to invite friends to the app, increasing both downloads and community interaction

Localized Outreach:

Collaborated with local influencers and micro-communities to demonstrate the app’s value for specific niches like sports fans, food lovers, and travelers.
Ran localized campaigns targeting specific countries, showcasing the location-based posting feature.

Push Notifications & Email Campaigns:

Personalized push notifications urging users to explore categories, create posts, or invite friends.
Email campaigns guide users through app features and benefits to improve engagement and retention.

Results Achieved:

Increased Downloads: Achieved over 10,000 downloads within the first quarter of targeted campaigns.
Improved Engagement: Posts and stories per user increased by 35%, with users actively engaging in niche communities.
Stronger Community Building: 70% of users joined at least two niche communities within their selected categories.
Higher Retention Rates: Retention improved by 40% due to personalized notifications and targeted content.
Enhanced User Awareness: Positive feedback highlighted the unique value of connecting through interests and eliminating irrelevant content.