That's a wrap

Unless they've been living under a rock, most people know about Spotify's now legendary annual 'Wrapped' campaign where users get an annual recap of their most listened to artists or genres.

Less well-known is how this piece of marketing brilliance drives growth for Spotify resulting in a huge spike in app downloads, app usage, and organic social media buzz.

With that in mind we set out to help the investment app Franc give back to its users with a delightful data-rich recap of their year in saving and earning, encouraging them to continue investing, while deepening the relationship between brand and customer.

By the numbers

The campaign consisted of 81 000 personalized ‘Replay’ experiences and was AB tested against a control group who did not receive the experience.
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Personalized GIFs were included in email announcement prompting people to click through to the in-app experience and the campaign achieved their best ever click-through rate, eclipsing previous average CTR by almost 5x.

Vanity metrics aside, the true test is changing customer behaviour and affecting growth

Here we saw a 20% increase in investors making deposits in the campaign period over the control group.

There was a 8% increase in word-of-mouth awareness seen through a self-reported onboarding survey served to new investors, and through tracking referral codes we saw a 33% surge in referred investors during the campaign period.

The experience

As the experience would be hosted within the Franc app, we focussed on creating a truly engaging mobile-first experience.

Using the same UX as Instagram’s stories and Spotify’s ‘Wrapped’, the experience was divided into bite-sized chapters that could be skipped through or watched again.

We celebrated the wins and encouraged more saving and more earning

Each investor’s story moved between individual stats and wider group metrics, fostering a sense of community as well as comparing their stats against the rest of the group, bringing in an element of gamification and promoting future investment and interaction with the app.
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Finally, each story ended with a call-to-action to share Franc with friends or family using a unique referral code.

Engagement was high with 81% of viewers watching all the way through to the last scene.

The tech

The campaign posed some serious technical challenges.
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Apart from all animation and infographics being rendered instantly in-app as a web application, the project needed to do some sophisticated calculations and adjustments according to unique user profiles.
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After assessing the data it was clear that there were a number of different types of user scenarios and rather than have a fixed template where some numbers changed, we had to build the media to do calculations and change dynamically, altering the the story and omitting or swapping out whole scenes on the fly without detracting from the experience.
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This required a balancing act between storytelling, visual design, and coding to bring each unique investor a story that would resonate with them, and encourage positive growth going forward.