In the Peeps app, a young person is portrayed every day. In doing so, the diversity of young people in Switzerland is shown. In the form of several articles published throughout the day, the life worlds and favorite topics and interests of young people from all parts of Switzerland are presented.
Algorithms that provide a curated feed in other content apps can be helpful, but they also make it difficult to break out of your comfort zone. Peeps, as a "daily bubble burst," helps people get in touch with a wide variety of topics. An interview with a young violin maker from the Bernese Oberland, book recommendations from queer artists, or a video about running training with a young triathlete - all this is possible in the content part of the app.
Matching the respective interests of the portrayed person, a product is offered daily at half the price in the store. Other products, events or subscriptions can be won in raffles.
By young people for young people
The app was designed by young people for young people. The entire content team consists of young editors, photographers, illustrators and - because the app is available in three languages - translators.
Understanding the User Journey
In Peeps, we have integrated an ads attribution tool to track and understand the user journey. This allows us to analyze from which channels users access the app, which features they use, and when they leave, helping us to determine which channels are best suited to reach the desired target group and which ads generate the most downloads.
The more is known about the user journey, the sooner and more efficiently improvements can be made in marketing and ultimately in the app itself.
PostFinance as the Enabler
The project is supported by PostFinance. PostFinance customers under 30 have access to all content and functionalities of the app free of charge. PostFinance thus offers its young customers exciting content, benefits and inspiration on a daily basis. Non PostFinance customers can buy a subscription and thus also access all content.
Full Service - Software Development and App Marketing Support
In this project we were responsible for the complete development of the native app frontends (iOS, Android), as well as the backend and a CMS for the management of the app content. Even after go-live we are involved in product management with support services, hosting, monitoring, operations, consulting ans marketing activities.
Besides the development work, we are part of the app marketing team, optimized the app store presence and texts (ASO Services), evaluated and implemented the Adjust Ads Attribution SDK and implemented the Peeps explainer video together with Format8.
Together with mso digital and INTR, we implemented an app user acquisition campaign to attract new app users. We have summarized our learnings and the most important results in the blog "New app users through performance marketing".
