Examine the efficacy of marketing, media and PR campaigns and how they impact long term usage, retention and market share.
Was Facebook Messenger’s marketing campaign a success?
In July 2014, Facebook ran an in-product marketing campaign for Facebook Messenger. Facebook required users to download Messenger to view messages. There was a noticeable spike in installs afterwards, showing the success of decoupling features into other apps.
Was there an increase in usage after the debut of TV Commercials?
Both DraftKings and FanDuel spent millions on TV commercials during the start of the NFL Football season. There was an increase in usage directly following these commercials.
How do users respond to PR disasters?
For Uber, even bad PR is good PR. In November 2014, Uber encountered a PR disaster. However, it did not have a negative impact on Weekly Active Users.