Treats bet the house on kindness
The Treats app launched to the US college market, with the team crossing their fingers for user engagement. (Lesson learned: always be user testing). The design team supported that launch across web, video ads, on-campus events, ambassador swag, email campaigns, you name it.
in-app promo content
In late 2014, the CEO took the company's leadership to an off-site, to brainstorm fixes for dismal user acquisition numbers. At the time, we were paying on-campus groups up to $20 per enrolled user. Even with $20 as bait, only 9% of the students wanted to sign up for a new debit card. A fundraising round was coming up: we needed to 10x user acquisition within a month.
Reframe: how could we offer $20, and hook students every time?
With a magical vending machine full of $20 bills, of course! I bought a fleet of six snack vending machines, reskinned them, stocked them with $20 bills, and rewired the TreatsBot to only vend a bill when a new user pays the Bot 1¢.
It was outrageously successful.
Clinkle's customers are overwhelmingly college students. Marketing to students over email means mobile-first designs with plenty of humor and joy.