Optimization of Avast’s Cross-sell Campaign

By @parezem

TARGET GROUPPaid customers of Avast

MEDIUMPop-up in bottom right corner of your OS

OFFERBuy a specific product and get another for free

@parezem | #mktfest

About the campaign

Tone of voice

Tone of voice

Tone of voice

$ $

Urgency

Urgency

Haven’t we become resistant to urgency?

@parezem | #mktfest

@parezem | #mktfest

TONE OF VOICE

@parezem | #mktfest

TONE OF VOICE

URGENCY

Offers ends 20 June

Variant Tone of voice Urgency

A Special offer Offer ends on June 20

B Special offer None

C Loyalty reward Offer ends on June 20

D Loyalty reward None

@parezem | #mktfest

797,737 users involved3,286 transactions

@parezem | #mktfest

Tone of voice

@parezem | #mktfest

Tone of voice

+28%

Why did perform better?

● Embraces curiosity ● Looks less like a sales ad● Touches a reciprocity emotion

@parezem | #mktfest

Urgency

@parezem | #mktfest

Urgency

+24%

Time-limited offer = more conversions from Day 1

VS.

@parezem | #mktfest

VS.

@parezem | #mktfest

+ $22,463

Key Learnings

● For paid customers campaigns, tone of voice with focus on loyalty & rewarding works better than traditional sales approach.

● Urgency still works very well.

Thank you!@parezem

bit.ly/AvastCasestudy