The Company
Evergreen Club is India’s first online community and social app for older adults (people above 50 years of age). Evergreen Club was founded in 2021 with the mission of building India’s largest entertainment, education and engagement community of older adults. Evergreen is a mobile app first platform where users can join live sessions on health, wellness, learning and fun. Evergreen Club won Google’s Play Store’s award in 2022 for being one of the best “apps for good”.
The Challenge
The biggest growth challenge for evergreen club was reaching the target audience of older adults. Considering that all media channels are primarily geared towards targeting the younger population, user acquisition from the cohort of 50+ audience was the first major challenge for scaling the platform.
The second challenge was engaging the users acquired to retain them long enough to make the app a part of the daily habit for the users.
The Solution
We adopted a three-pronged approach of:
- Aggressive performance marketing campaigns to acquire new users
- Introducing product features and optimising the user experience to make the app more sticky for users
- Aggressive retention marketing efforts using omni channel communication strategy to increase DAUs, MAUs and overall app retention
Performance Marketing
- We adopted Facebook and Google as the two primary channels of paid user acquisition
- We did audience research and testing to optimise our campaigns to acquire the right set of users.
- We experimented with multiple ad formats and creative types to arrive at the best performing formats and creative assets
Product Feature Development
- Optimised the onboarding process to improve conversion rates from app install to signup
- Improved the user experience for joining and attending online sessions
- Added new social features to make the app sticky and habit forming
Retention Marketing
- Used Clevertap’s omnichannel retention marketing platform to
- Sending intelligent and customised, trigger based push notifications
- Automated whatsapp campaigns to improve conversion rates and engagement
- Automated email campaigns for special events and offers
- In-app and website popups, again, for improving conversion rates
Project Timeline: May 2021 – September 2022
The Results
10X
Growth in App Install Base
From 50K- 500k app installs in 1.5 years
4X
Growth in DAUs & MAUs
5k-20k DAUs and 3ok – 120k MAUs
D1,D7,D30
Above Par Retention Rates
Retention rate – D1 – 30%, D7 – 15%, D30 – 6%
The Appreciation
Shiv was been part of the core team that worked towards growing Evergreen Club to more than half a million installs. Shiv was instrumental in acquiring new users through performance marketing channels and retaining and engaging those users with retention marketing activities, user experience optimization and other product interventions. I wish Shiv all the best for his future endeavours.
Tapan Mishra
Founder & Former CEO, Evergreen Club
