Summary
This case study delves into Gamechanger, a segment within Dick’s Sporting Goods, and their tailored onboarding initiative for team creators. Their objective? To optimize user onboarding and foster sustained engagement. This analysis underscores the effective deployment of this campaign leveraging the Braze platform, showcasing its profound influence on user interaction patterns.
The Challenge
Gamechanger encountered significant hurdles in onboarding team creators, primarily stemming from the constraints of their existing platform, Sailthru. Specifically, the platform’s inability to handle nested arrays of objects posed a major obstacle. This limitation was particularly problematic as Gamechanger sought to target users managing multiple teams, a crucial aspect of their campaign strategy. As Sailthru lacked the necessary flexibility, Gamechanger faced considerable challenges in executing their intended campaign effectively.
Strategy
Transitioning to Braze empowered Gamechanger to execute their personalized onboarding strategy with unparalleled flexibility. This strategy comprised four distinct milestones, each meticulously designed with specific user actions in mind. Crucially, Braze’s capabilities allowed Gamechanger to prevent users who completed milestones early from receiving redundant messages. Leveraging Braze, Gamechanger could deploy up to four distinct messages—alternating between email and push notifications—for each milestone, culminating in a total of 16 messages within the flow.
The Results
Throughout the measurement period (approximately January 1st to January 15th), Gamechanger witnessed significant enhancements in user engagement and behavior. The program features four defined milestones, assessed in rank order, which encompass the following:
Milestone 1
Add a team member to your Roster [Currently state sig at 5% incrementality]
Milestone 2
Add staff to your team (coaches, managers, etc.)
Milestone 3
Add 5+ Scheduled games (previous and upcoming)
Milestone 4
Have scored a game (Also known as Active in the results)
These results demonstrate the effectiveness of the personalized onboarding campaign facilitated by Braze and Ragnarok in enhancing user engagement and driving desired actions among Gamechanger’s target audience.