Late last year, Chick-fil-A came to us seeking new ways to drive downloads for their new Chick-fil-A One app while providing a relevant and engaging experience—but they were faced with a few challenges. Find out how we overcame those challenges to drive more downloads than ever in this case study presented by our pals from Movable Ink.
The Chick-fil-A team didn’t have readily available data on which customers had already downloaded the app or which device they were using to view the campaign. Plus, since this was the first campaign of its kind for Chick-fil-A, they needed a way to test creative and determine what kinds of language would be most effective for driving downloads.
With Movable Ink’s Mobile Device Targeter and our strategic guidance, Chick-fil-A delivered an email that automatically detected the type of device each customer was using as well as their download status, serving up different creative elements based on this information. And thanks to Movable Ink’s real-time testing, the Chick-fil-A team could A/B test with ease, sending two types of creative to a subset of subscribers and automatically sending the higher performer of that test to the rest of their subscribers.
In addition to support from other channels, the user-friendly, device-targeted emails from Movable Ink and BrightWave helped put Chick-fil-A One in the #1 spot in the iTunes Store. Because they could detect devices and app downloads, the messaging used was tailored to each reader’s status, giving the emails more relevancy. And because they used real-time testing, the team no longer needed to test creative in multiple deployments.