Using Social Ambassadors to Reduce Social Ad Spend and Increase Mobile Downloads: Why Truecaller Chose ReadyPulse
Summary: Truecaller needed a solution to scale their global brand ambassador program. They turned to the ReadyPulse platform to help them better manage their current ambassadors, as well as scale their program and allow more applicants to enter their program.
Founded in Stockholm, Sweden in July 2009, Truecaller is the brain child of Alan Mamedi and Nami Zarringhalam — two innovative pioneers convinced that there had to be a way to make the mobile communication experience more intelligent and useful.
Today, Truecaller’s set of smart features does just that. With three apps available, Truecaller can identify number not saved in your phonebook, identify spam calls, block calls and texts, and also report harassment, fraud or other unwanted calls.
With millions of happy customers and a number of prestigious awards to their name (including, among others, Mobilbusiness’ Company of the Year 2014; Computer Sweden 2013’s 4th Hottest IT startup in Sweden 2013; Stockholm Mobile Premier 2011 Awards Winner; and the recipient of Macworld’s recommendation three years in a row), clearly, Mamedi and Zarringhalam have a finger on the pulse of what their users need and want.
But success always comes with its own set of challenges, and when it came to their ambassador program, Truecaller was no exception.
The Challenge: Truecaller Fans Engage — in a Major Way
Few would argue that having an engaged and passionate fan base is ideal. After all, when it comes to generating buzz, nothing works like an authentic endorsement from someone who knows a brand inside and out and is happy to tell their followers about it.
But what do you do when your fans rally around your brand in a way that far outreaches your ability to manage the impact? And to add on a global level where offices were not located?
That’s the challenge that Truecaller faced. And, with a roster of Truecaller ambassadors that, at the time, totaled 40 (all of which the Truecaller Team were trying to manage manually) and a back-log of over 7000 applicants for their ambassador program, something had to give.
Enter the ReadyPulse Ambassador Platform.
Answering the Call: The ReadyPulse Ambassador Platform
When Truecaller turned to ReadyPulse for assistance, one thing was clear: their already-overstretched team was in ambassador overwhelm — and it wasn’t getting better.
What was needed, and quickly— if Truecaller had any chance of tapping into the opportunities that their current ambassadors were providing and expanding on these opportunities with future ambassadors — was a solution that would efficiently create, manage, and measure their brand ambassador program with one easy-to-use platform.
ReadyPulse rose to the challenge and answered the call — with resounding success. In fact, within eight weeks of implementing the ReadyPulse Ambassador Program, Truecaller:
- Was able to implement and track eight concurrent social campaigns promoting the unique features and benefits of their service;
- Enjoyed a 62 percent campaign ambassador adoption rate; and
- Received over 18 million social impressions from more than 850 pieces of content created over Facebook, Twitter, and Instagram.
At-a-Glance: Truecaller Ambassador Program Success
With the help of Pulse Ambassadors, ReadyPulse worked with the Truecaller team to create two campaigns that would actively solicit content from their top influencers: “Share Your Truecaller Story” and the “Share Our Apps!” referral campaign.
Two campaigns, one objective: To incentivize Truecaller brand ambassadors to create and share high-quality, product-relevant content that would build incredible buzz and convert social media users to loyal customers.
Truecaller’s brand ambassadors responded — in a major way — and generated a total of more than 8.3 million impressions in just two short months.
Campaigns launched: 8
Overall impressions: 18,710,981
Total content created: 851
“Share Your Truecaller Story” total impressions: 4,375,228
“Share Our Apps!” total impressions: 3,965,698
“Ambassadors can focus more on campaigns as a whole team, and have a place to become an all-star within the program. ReadyPulse also helps our team capture the analytics behind the scenes of our ambassador’s passion and creativity – which is very important to look at our growth.”
– Lindsey LaMont, Community Manager & Head of Brand Ambassador Relations
ReadyPulse is changing the face of digital marketing delivering social proof on-demand and at scale. The ReadyPulse platform is a system-of-record for social content and social ambassadors for enterprise brands and retailers such as Nickelodeon, The North Face, and Reebok. A B2B, enterprise social influencer marketing platform, ReadyPulse, is the most effective way to leverage social media photos and influencers, enabling enterprise brands and retailers to drive commerce with 100% authorized, high quality, product relevant social user-generated content. ReadyPulse identifies the best one percent of photos and videos curated from hashtags, Facebook, Twitter, Instagram, YouTube, brand websites, and social influencer/brand ambassador content. This patented technology enables digital marketers to identify and recruit the most influential social users as opt-in brand ambassadors, activate marketing campaigns on demand, and amplify high-quality product-relevant, authorized content in context of e-commerce experiences. What results are significant, measurable increases in social referrals, web engagement, and e-commerce conversions.
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