# Playful 'Awesomize' push copy: +163% and +171% engagement

- Outcome: Won
- Page type: Other (SaaS)
- Elements: Push notification, Copy
- Date shared: 2015
- Test run by: [10app](https://liftarchive.com/practitioners/10app/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://marketingsherpa.com/article/case-study/video-app-uses-behavioral-data-increase-engagement
- Page: https://liftarchive.com/test/10app-push-notification-awesomize-copy/

Two playful push messages, 'Awesomize a video for your followers tonight!' and '#BreakTheInternet with an awesomized video, adventurer!', lifted engagement by 163% and 171%. 10app, a video-editing app, ran the test and it was published as a MarketingSherpa case study. The team tested several versions against a control at the same time.

## Result

**+163% and +171% engagement**

- 'Awesomize a video for your followers tonight!': +163% engagement versus the control.
- '#BreakTheInternet with an awesomized video, adventurer!': +171% engagement versus the control.
- The case study does not define engagement precisely. Another test in the same article used share-button presses as the goal.

## Control

A control push notification asked users to share a video. Its exact wording was not described.

## Variant

Playful, audience-specific copy: 'Awesomize a video for your followers tonight!' and '#BreakTheInternet with an awesomized video, adventurer!'

## Why it likely won (our reading)

- The copy framed sharing as something friends would enjoy, a positive spin on fear of missing out, as 10app's co-founder put it.
- Calling the user 'adventurer' and using a hashtag matched how an action-camera audience talks.
- The playful tone stood out next to the routine alerts most apps send.

## Caveats

The control wording and the exact engagement metric were not described, and sample sizes were not shared. The data dates from 2015 and the tests ran on the Kahuna messaging platform.

## How to run this test

- Hypothesis: If we rewrite our push notifications in a playful voice that speaks to our users' identity, then more users will act on them, because the message will feel personal and stand out.
- Primary metric: The in-app action the push asks for, such as shares or sessions started
- Guardrail: Push opt-out rate
- Guardrail: App uninstalls
- Guardrail: Performance after three or four weeks, since 10app saw winning hooks fade
- Who should test it: Consumer apps with a clear audience identity and a casual brand voice. Apps where users expect a serious tone, such as banking or health, should test a toned-down version.

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Credit: 10app ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/10app-push-notification-awesomize-copy/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.