- With a 40% increase in NoiseFit App engagement, the campaign sparked a social media buzz, with users and also actor Taapsee Pannu joining in the excitement and expressing curiosity about the app’s mysterious new “mom tone”
- Please find the links here: Teaser Post, Teaser Video, Reveal Video
New Delhi, 13th May: This Mother’s Day, Noise, India’s leading smartwatch and connected lifestyle brand, surprised its users with a heartwarming and engaging campaign called “NoiseMAAker.” Centred around the theme of maternal love and support, the campaign took a delightful twist by sending notifications in ‘mom’s tone’ making users feel like their mom had taken over the NoiseFit App’s push notification. These playful notifications, infused with motherly wits, concern and affection, nudged users to actively think towards adopting a healthier lifestyle.
With over 10 million active downloads, the NoiseFit App serves as a central hub for users, fostering a community that connects, inspires, and motivates them towards a healthier lifestyle. This Mother’s Day, Noise wanted to acknowledge the unwavering support and encouragement mothers provide, highlighting their role as our biggest cheerleaders. As part of the campaign, NoiseMAAker took over push notifications on the app, infusing them with their unique blend of love, care, and a hint of wit. Over the weekend, users received notifications in a familiar, “mom-like” tone, reminding them to prioritize health and wellness with gentle nudges to eat, sleep, and stay active.
The campaign unfolded across various channels, beginning with the app’s push notifications. Subsequently, the brand introduced a teaser notice hinting at a change in the notification tone and addressing its investigation into the matter. This was followed by engaging content on social media, including investigative posts and participation from the audience to guess the mysterious figure behind the altered notifications. This strategy garnered widespread attention, with users and celebrities like actor Taapsee Pannu adding an extra layer of excitement by joining the fun and expressing curiosity about the changes in the notifications.
The reveal video showcased the heartwarming reason behind the modified notifications and unveiled the identity of the mystery NoiseMAAker – none other than ‘Maa’ herself. The campaign culminated in a touching Mother’s Day wish, reminding users to “Listen to the noise within Mom” – a sweet nod to the importance of appreciating a mother’s love and guidance.
The success of the campaign was evident in the enthusiastic response from the NoiseFit App community. Users actively interacted with the personalized notifications, sharing their experiences on Instagram. The campaign generated a 40% increase in user engagement on the NoiseFit App during the Mother’s Day weekend. Additionally, social media impressions saw a 100% spike during the campaign period.
