WeWard · B2C · walking rewards app
Sell companies step challenges for staff, with charity donations
Biggest fail of the year; couldn't make it work
Failedmarket-selectionfeature-development
What they did
After many companies emailed asking to run internal walking competitions, WeWard built enterprise community features: employees walk together and give to charities, and companies can add money on top for the charities.
What happened
Yves calls it his biggest fail of the year; they didn't crack B2B.
- Stage
- growth
In their words
Sub Club by RevenueCat · How WeWard Hit 20M Users Without Paid Ads — Yves Benchimol, WeWard“We launched a community features that makes people work together, give to a charities and all of that dedicated to enterprise. They can add some money on top for the charities and all of that. And I think I'm not good at B2B.”
Related topics
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More from this episode
- WeWard: Pay a PR agency $3-5K a month instead of buying ads300K downloads in 5 minutes from one TV spot; four years with zero ad spend
- WeWard: Take the PR playbook that worked in France to Italy, Spain and the USWorked in Italy and Spain; flopped in the US despite a top agency
- WeWard: Add in-app ads once you see retention hold after a big traffic spikeAds work well thanks to the large audience; says they pay at ~100K daily users
- WeWard: Promote brands like Nike and Expedia in the app for a cut of salesWorks well; Nike, Adidas, Expedia, Booking.com and Amazon signed on
- WeWard: Add a paid plan that removes ads, after ads and affiliate already workStill a small share of revenue but growing fast
- WeWard: A/B test every feature on steps walked, and don't track time in app
- WeWard: Lock TikTok and Instagram until users hit their walking goalUsers of the feature walk 10% more
- WeWard: Give a famous athlete shares to be the app's face and press voiceHelped press, hiring, CAC and retention; founder says hard to quantify
- WeWard: Put the celebrity's face in ads and onboarding so the app feels localFounder says better ad conversion, lower CAC and higher retention; no numbers
- WeWard: Rebuild onboarding to get users to commit and feel somethingBiggest win of the year: retention and LTV up a lot; unlocked more paid UA
- WeWard: Keep one app everywhere; swap only the rewards and partner brands per countryLive in 29 countries without local teams
- WeWard: Ask users if blockchain matters; switch to plain points when they shrugUsers happier, engineers relieved; scaling and lag problems gone
- WeWard: Add card collecting with your own characters to keep walkers coming backFounder says retention is the highest it has ever been; no numbers
- WeWard: Move the founder to New York to crack the USSlow first two years; now 'becoming a significant app' in the US