Users from Web to Mobile

The most important lessons learned when launching

“Fashion Inc. by Stardoll”

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Users from Web to Mobile

• It is difficult to move users from web to mobile– Computer browser to a mobile device…

• So how to go about if have a a lot of people in your web community?

• And how to measure it?!

Background - Stardoll

• Stardoll.com is the worlds largest community for teenage girls– Launched 2006– More than 220 million registered users – US and Brazil main markets– Available in 28 languages – HQ in Stockholm, Sweden

• Stardoll clothes selling at JCPenney• Mattel licensed Stardoll do to Barbie

dolls

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• Going mobile– “Fashion Inc.” Dec 2012– More mobile games to come

Background - Stardoll

• Stardoll.com is the worlds largest community for teenage girls– Launched 2006– More than 220 million registered users – US and Brazil main markets– Available in 28 languages – HQ in Stockholm, Sweden

• Stardoll clothes selling at JCPenney• Mattel licensed Stardoll do to Barbie

dolls

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• Going mobile– “Fashion Inc.” Dec 2012– More mobile games to come

In short; Yes, we

should be able to

convert users

from web to

mobile!!!

The game and the goal

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• Fashion Inc.– Design Manufacture Sell Upgrade

• Should resonate well with our Stardoll.com audience

• Goal: convert our Stardoll audience to mobile (in addition to regular user acquisition efforts)

Strategy

• Create interest – Explain the game– Utilize the community

• Create brand awareness– Massive exposure in a relevant channel– Get our users to recognize the icon, the name, etc

• Create reasons for playing the mobile game– Give the fans a reason to play another game on another platform

– “Stardoll Connect”

• Make it as easy as possible find and download

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Create Interest

• Explain– Experiment!– Explain the game in the banner!

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• Let the users create the story– Contest = user generated content

Create Interest

• Utilize the community– Ex: Underneathstardoll.net blog– Make sure they where aware– Must be on their premises

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Create Awareness

Create Awareness

Create Awareness

• Hard to convert straight to mobile• But can create awareness

– Mobile ad banners– Campaign Page– Enter email link– Facebook game canvas banner– Interstitial– More games mobile– More games web– Suite gift– Interactive banners– Diamond Fever campaign

• 193 000 000 impressions, 5 484 000 clicks• Best CTR 5.4%• Icon + name of the App

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Create Reasons to Play

• Explain– Connect the community, friends list, etc– “If you play you will receive this”– Integrate!

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Create Reasons to Play

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Create Reasons to Play

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Make it easy to find and download

• QR codes• Email with Appstore link• Mobile text message with link

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Strategy

• Create interest – Indirect downloads– Probably quality users

• Create brand awareness– Indirect downloads

• Create reasons for playing the mobile game– Indirect downloads– Retention!

• Make it as easy as possible find and download– As direct as it can get

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Sum up

• The game has to be relevant to the community

• Figure out how to measure it on beforehand

• Great addition to regular traffic acquisition

• It doesn’t create a burst– But the long tail can be amazing

• There is no easy solution– Plain banners will not help you– It is far from easy– With some efforts it can be great!

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Thank you for listening!

tobias@stardoll.comlinkedin.com/in/tobiassjogren@tobiassjogren www.stardoll.com/jobs

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