Announce a pet feature with a cute animated dog that asks to be petted

Giordano ContestabileAnd then the other thing is that a lot of those things after a while become noise because users use a lot of apps, they don't read. As you said, nobody does. And so they tap, tap, tap, and they become noise. So more and more we want to and we need to come up with fun, unique things. So for example, we launched something called the pet profile. The pet profile is set up a profile for your dog or cat. There are a bunch of reasons for that.

Giordano ContestabileThe main one now is that if your dog runs away, you can send a bat signal to your neighbor basically. And all the Life360 users will know and be on the lookout for the dog. We got a really huge success with that. A lot of people created it.

Giordano ContestabileAnd the way we made people aware of it is we call it Peekaboo. We basically, on app open, there was an animated dog popping up, like very cute and asking you to pet him, right, to pet it. And so you tap on it and then you open the feature. And so that worked very well.

David BarnardYeah. No, that's super smart and you're exactly right. The more push notifications you send, the more emails you send, the more in-app banners you drop down, users do just become blind to it. So it's really cool to hear the success you had with a really creative approach to that.