The document summarizes Pankhuri's Rubies Redemption Campaign and Creators Onboarding Campaign. The Rubies Redemption Campaign aimed to promote rubies to increase engagement on the platform and social media. Through promotions, offers, and discounts, daily active users increased by 23% and daily order numbers shifted from 6 to 13. The Creators Onboarding Campaign sought to introduce new creators to host lives in different categories via an in-app competition to generate user media and onboard creators.
The document summarizes Pankhuri's Rubies Redemption Campaign and Creators Onboarding Campaign. The Rubies Redemption Campaign aimed to promote rubies to increase engagement on the platform and social media. Through promotions, offers, and discounts, daily active users increased by 23% and daily order numbers shifted from 6 to 13. The Creators Onboarding Campaign sought to introduce new creators to host lives in different categories via an in-app competition to generate user media and onboard creators.
The document summarizes Pankhuri's Rubies Redemption Campaign and Creators Onboarding Campaign. The Rubies Redemption Campaign aimed to promote rubies to increase engagement on the platform and social media. Through promotions, offers, and discounts, daily active users increased by 23% and daily order numbers shifted from 6 to 13. The Creators Onboarding Campaign sought to introduce new creators to host lives in different categories via an in-app competition to generate user media and onboard creators.
The document summarizes Pankhuri's Rubies Redemption Campaign and Creators Onboarding Campaign. The Rubies Redemption Campaign aimed to promote rubies to increase engagement on the platform and social media. Through promotions, offers, and discounts, daily active users increased by 23% and daily order numbers shifted from 6 to 13. The Creators Onboarding Campaign sought to introduce new creators to host lives in different categories via an in-app competition to generate user media and onboard creators.
CHIEF CHIEF PRODUCT HEAD OF MARKETING OFFICER OPERATIONS OFFICER
HUMAN BRAND TECHNICAL SALES & CONTENT & RESOURCE & GROWTH & TEAM OPERATIONS COMMUNITY FINANCE MANAGEMENT
CONTENT DEVELOPERS BUSINESS STAFF WRITING BUSINESS BRAND DEVELOPMENT MANAGEMENT VISUAL ANALYSTS COLLABORATI MASTERCLASS FINANCE COMMUNICATI ANDROID, IOS ON REVENUE MANAGEMENT ON LEADS SOCIAL MEDIA Monetisation Model
Masterclasses Courses VC Fundings Brand collaborations - products User Profile
DEMOGRAPHICS PSYCHOGRAPHICS PSYCHOGRAPHICS
22 - 50 years Young & Middle Aged: Likes to Upper Middle age & Elders: Females avail free rewards, socialise and Parts of local socialising groups, Lower to Mid Range network, aware and engaged believe in word of mouth, seek Income with social media interest in learning new skills Tier 2, Tier 3 Cities Positive, Lively, Outspoken from the comfort of home
APP MOJ JOSH SHARECHAT CHINGARI PANKHURI
FOUNDING YEAR June 2020 September 2020 January 2015 November 2018 December 2019
MONTHLY ACTIVE 160 million 150 million 400 million 35 million 100K USERS
DAILY 34 minutes per DAU 21 minutes per DAU 31 minutes per DAU 51 minutes per DAU 21 minutes per DAU ENGAGEMENT Competitors
Tier 2, Tier 3 cities,
TARGET GROUP Tier 2, Tier 3 cities Tier 2, Tier 3 cities Tier 2, Tier 3 cities Tier 2, Tier 3 cities Only Women
COMPANY $3.7 million in Dec $5 billion in April $5 billion in June $1 billion in April $3.2 million in July VALUATION 2021 2022 2022 2022 2021 - after funding
Available in 15 Available in 12 Available in 15 Available in 20 Available in English,
LANGUAGES languages languages languages languages Hindi Duties & Tasks EVERYDAY RESPONSIBILITIES
Daily Order Status Checking Order Eligibility Live Access to New
Creators
Shipment Generation Monthly Lives Calendar
- Theme Based ABOUT THE CAMPAIGN Major Project 1 RUBY REDEMPTION CAMPAIGN Promotion of Rubies, Making them more accessible through marketing, promotions, offers.
PURPOSE OF THE CAMPAIGN Ensure risen engagement on the platform & social media. Tap new audiences and acquire them as regular users
TEAM IMPLEMENTATION COLLABORATION AND EXECUTION 01 TIMELINE 1 month
PLATFORM Application, Social Media
THEME To introduce deals for getting more engagement on the platform, thereby, increasing order generation which is equivalent to redemption of rubies TAGLINE It's Raining Rubies on Pankhuri!
STRATEGY Content Based Promotions: Price Slashing content & discounts on products, UGC Challenge, Questionnaires & Polls In-App Marketing: In-app advertisements, Pop-ups in-app, Notifications Brand promotions: Product Drop every Friday, Limited Period Discounts,
Increased User Engagement on the Daily Active Users were increased
platform, Sustained User Retention, on the platform by 23% Increased Product Orders & Ruby Daily Order Numbers shifted from Redemptions average 6 to 13
Additional Achievements: Increased
Brand Awareness, New user signups ABOUT THE CAMPAIGN Major Project CREATORS ONBOARDING CAMPAIGN To onboard more creators who can hosts lives in different categories
OBJECTIVE To introduce new faces as hosts for lives via an in-app competition that would generate User media, increased watch minutes, as well as surge in user engagement.
THEME
To sing up creators on the app
Be a PankhStar, Join the Tribe! on the basis of a contest TIMELINE 14 days
PLATFORM Application
PROCESS REFERENCING TO EARLIER REFERING TO BRAINSTORMING COMPETITION COMPETITORS DECKS
IDEATION & PLANNING BUDGETING MAPPING
TECH COLLABORATION LAUNCH & FOR EXECUTION REQUIREMENTS STATUS The leaderboard is in process of testing. The leaderboard would enable the users to be aware of most liked creators with most likes and comments of the videos. Minor Project TAMBOLA MARATHON
Experiment 4 Days, 2 Hours in a day continuously
The host & one lucky winner to win a
surprise hamper with goodies
LIVE WATCH MINUTES ACHIEVED
237.9K
DAU 5,036 Minor Project COSTING BOX STRATEGY A study of all elements of the box was done
ANALYSIS Based on the cost of each product, additional merchandise and rewards, an idea to categorise the boxes was initiated.
CATEGORISATION Ultimately, the boxes were divided into 3 categories - Basic, Silver & Gold SELF LEARNINGS Importance of User Engagement for a networking platform Collaboration with different teams Understanding company ethos & the entrepreneurial spirit Understanding the user
OUTCOMES FOR THE COMPANY
For June, the following metrics were achieved For July, the following metrics were achieved Live Watch Minutes: 1.5M Live Watch Minutes: 2.1M New signups: 45,284 New Signups: 23,172 Masterclasses: 10,122 purchases Masterclasses:13,932 purchases Revenue: 892,877 Revenue: 1,397,672 Rubies Redeemed: 23,068 Rubies Redeemed: 31,230 DAU: 6,167 DAU: 9,984 WAU: 26,441 WAU: 35,340 MAU: 100,461 MAU: 100,513 Retention Rate: 48.72% Retention Rate: 65% REFERENCES Sangwan, S. (2021, July 13). [funding alert] social community platform for women Pankhuri raises $3.2M led by Sequoia's surge. YourStory.com. Retrieved August 24, 2022, from https://yourstory.com/2021/07/funding-social-community-platform-women- pankhuri-sequoia-surge/amp Kumar, A.(2012, July 13). Pankhuri raises $3.2million in funding led by Sequoia India’s Surge. Livemint.com. Retrieved August 17, 2022, from https://www.livemint.com/companies/news/pankhuri-raises-3-2-million-in-funding-led-by-sequoia-india-s-surge- 11626164647308.html BrandWagon, Online. (2022, June 2). Pankhuri appoints Pranay Shrivastava as the new CEO of the company. Financialexpress.com. Retrieved August 18, 2022, from https://www.financialexpress.com/brandwagon/pankhuri-appoints- pranay-shrivastava-as-the-new-ceo-of-the-company/2545975/ Bureau, BW Online. (2022, July 30). We Are An Online Fraternity Made For Women And By Women. Businessworld.in. Retrieved August 21, 2022, from https://bwdisrupt.businessworld.in/article/We-Are-An-Online-Fraternity-Made-For-Women-And-By- Women-Pranay-Shrivastava-Pankhuri/30-07-2022-439638/ Pankhuri.co. (2022). Pankhuri. [online]. Retrieved August 16, 2022, from https://pankhuri.co/aboutpankhuri> [Accessed 2 September 2022]. BusinessWire, India. (2021, September 6). Josh Collaborates with Mzaalo to enhance content engagement for its users. Businesswireindia.com. Retrieved August 21, 2022, from https://www.businesswireindia.com/josh-collaborates-with-mzaalo-to- enhance-content-engagement-for-its-users-74730.html Surge. (2021). Pankhuri | Surge. surgehead.com.Retrieved August 17, 2022, from https://www.surgeahead.com/company/pankhuri Team, E., 2022. Moj User Statistics (2022) - iDeal BlogHub. iDeal BlogHub. Retrieved on August 19, 2022, from https://idealbloghub.com/moj-user-statistics-2022 Pankhuri Employee Database - Yoda
