Building healthier habits and brand engagement through incentivized customer challenge

Challenge

• Irish Life is an insurance company that wanted to grow deeper brand engagement by helping their community live healthier lives.
• The MyLife app is a companion healthy living app where health goals can be tracked.
• New user retention and longer-term engagement can be challenging so users need help in nudging healthy behaviours in the right direction.

Solutions

• The creation of healthy lifestyle challenges allowed members simple and exciting ways to lead a healthier lifestyle across the year.
• A personalized healthy challenge is designed (i.e., marathon run) and participation is incentivised with points and also a chance to win a top prize (i.e., Apple Watch).
• Challenges are easy to find and instantly activated from the MyLife app.
• Points are fulfilled as soon as the challenge criteria is met and selected prize winners are notified in-app with a claim code that can be redeemed in the app native reward shop.

Results

• Challenge participation: 60%+.
• Reward Redemptions: 30%+.