Company
Kabam
Role
Lifecycle Marketing, Senior Associate
Channels
Push notification, email, Facebook retargeting
Teams Involved
Lifecycle Marketing User Acquisition Product Marketing Live Operations
The situation
A server outage took a mobile game offline for a few hours. Teams needed to be all hands on deck to prepare for the next steps, and the Lifecycle Marketing team launched a win-back campaign to re-activate users.
The approach
The campaign targeted approximately 4.4 million users who had lapsed 7 to 30 days, through push notification and email. Users received either Crystals or Units as win-back gifts, followed by reminder push and email messages to further encourage re-activation.
Working across teams
This was the first LCM campaign coordinated with User Acquisition (UA). Users who had already been emailed were re-targeted on Facebook, which also reached users outside the email list.
Why it mattered
It was one of the first efforts where company departments did not work in silos. Working together made the campaign larger and surfaced it on channels the Lifecycle Marketing team did not own, through a partnership with acquisition teams to serve Facebook retargeting ads.
Results
14%
of all targeted users re-activated (logged in at least once after the campaign)
+$185k
spent by targeted users following the campaign
~4.4M
lapsed users (7 to 30 days) targeted by push and email
12%
of non-spenders re-activated
32%
of spenders under $250 re-activated
41%
of spenders over $250 re-activated