TED - The TED Talk Campaign
By curating thematic content and delivering it through personalized notifications, TED effectively re-engaged users, demonstrating the power of tailored content strategies.
The campaign sent daily notifications featuring talks on cultivating happiness, leading to a 10% increase in sessions and views.
The initiative targeted TED app users, aiming to increase engagement among existing users by providing relevant and curated content.
TARGET AUDIENCE
About the
Campaign -
By curating thematic content and delivering it through personalized notifications, TED effectively re-engaged users, demonstrating the power of tailored content strategies.
Core Theme of the Campaign -
1. TED sought to boost engagement on its mobile app, as users typically opened it once every couple of weeks.
2. Partnering with Leanplum, TED developed curated messaging campaigns to deliver relevant content to users.
3. The "10 Days of Positive Thinking" campaign featured daily notifications with talks on happiness and positivity.
4. This campaign led to a 10% increase in app sessions and talks viewed by the targeted audience.
5. The push notification open rate was 72% higher than average, and the app uninstall rate decreased significantly.
6. TED also localized content for international users, offering translated notifications and app interfaces.
7. Spanish-speaking users engaged at a higher rate than English-speaking users during these campaigns.
8. Overall, TED's personalized and thematic content strategies successfully increased user engagement on their mobile app.