IPL Helped Niki Grow And Learn To Be An All-round Performer

Sunrisers Hyderabad moment of crowning glory at Bangalore brought down the curtain on another successful IPL season. And man, have we not had enough entertainment this time!

Right from Dhoni’s elegant finish to Gambhir’s funky test match field, from Gayle’s storm to Bhuvi’s blitz, from cutting’s monstrous six to Raina’s astonishing catch, from Bravo’s champion to Shamsi’s epic bus driver’ dance – we already have a treasure of unforgettable memories to cherish till the next season.

But the man who kept the excitement in air palpable for whole season – Virat Kohli. Well, he was not scoring the runs, but he was bossing the tournament. Rewriting the records by his bat he set a new benchmark for T20 cricket.

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For all of us, this was 9th edition of IPL. (ohhh! Don’t feel too old). But for Niki it was her first. Right from understanding the chaos of people hitting a ball for no reason to becoming a die-hard cricket fan, she had an awesome cricket journey.

As they say, cricket is a sport with I-was-there moments, certain occasions that remind us that it is more than just a game. With most of the action happening in small hours it is tempting just to ignore it completely. Being a fan, Niki understood this trouble that you have way before this season of IPL even started and her fruitful mind came up with a solution to become “world’s first cricket chatbot”.

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By starting ‘live cricket score’ feature, Niki provided the way to follow IPL matches live, ball by ball, that too without compromising with your work. Providing fastest updates, she literally revealed the secret of teleportation by taking you to the stadium. You just needed to ping her anytime, anywhere. As we all expected, the response to this feature was overwhelming.

In order to maximize the impact of this service, the message was needed to be communicated across all possible channels. Hence right after the launch of the service, we ran dedicated marketing campaigns on all social networking websites including Facebook, Twitter, and Instagram, to educate our users about it.

#myIPLbahana stood out as the best among them, where we gave an amazing opportunity to IPL fans to share their excuses to bunk school or office or avoid any other plans just to watch IPL. The campaign immediately became a hit, when users started commenting as well as inviting friends to comment their bahana. We rolled out exclusive gifts to the winners, which gave the campaign more push. Facebook’s algorithms are designed to provide maximum organic reach when there are more comments on your page, which was also one of the reasons we focussed on comments and not share or like. Through this campaign alone, we were able to reach more than 250,000 people and received more than 14,000 likes and 450+ comments to our posts. Through small incentives and gifts in the form of Niki credits, we ensured the conversion of participants into loyal Niki users.

No time has passed before Niki got her much deserved media attention. By creating sufficient media hype we were particularly able to target those people who were not following social networking sites. To try out this new feature, people installed our app. And our time saving, easy to use platform assured their retention.

After such planned execution of the campaign, it didn’t came as a surprise to see total 15% increase in chat sessions. Thanks to #IPLBahana, we got 16% increase in our orders during this period. To increase the hype even more we actively pushed our exciting refer and earn offer through different ad networks which resulted in tremendous increase in our user base, 40% rise to be exact.

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We as a company believe that a startup is all about learning, reinventing, pivoting and sharing your experiences. We all have learnt new things this IPL season. IPL taught us that ‘the best player can win you matches, but only a best team can win you the trophy’ while our IPL campaign taught us  ‘the planning and management of successful strategy’.

Take a bow Warner and company, you really deserve it for braving Gayle storm and Kohli thunder. But no doubt Niki, you are worthy of a standing ovation too, for your all-rounder performance this IPL.

 

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