Mumbai: This Mother's Day, Noise, a smartwatch and connected lifestyle brand, surprised its users with a heartwarming and engaging campaign called "NoiseMAAker." Centred around the theme of maternal love and support, the campaign took a delightful twist by sending notifications in ‘mom’s tone’ making users feel like their mom had taken over the NoiseFit App’s push notification. These playful notifications, infused with motherly wits, concern and affection, nudged users to actively think towards adopting a healthier lifestyle.
With over 10 million active downloads, the NoiseFit App is a central hub for users, fostering a community that connects, inspires, and motivates them towards a healthier lifestyle. This Mother's Day, Noise wanted to acknowledge the unwavering support and encouragement mothers provide, highlighting their role as our biggest cheerleaders. As part of the campaign, NoiseMAAker took over push notifications on the app, infusing them with their unique blend of love, care, and a hint of wit. Over the weekend, users received notifications in a familiar, "mom-like" tone, reminding them to prioritise health and wellness with gentle nudges to eat, sleep, and stay active.
The campaign unfolded across various channels, beginning with the app's push notifications. Subsequently, the brand introduced a teaser notice hinting at a change in the notification tone and addressing its investigation into the matter. This was followed by engaging content on social media, including investigative posts and participation from the audience to guess the mysterious figure behind the altered notifications. This strategy garnered widespread attention, with users and celebrities like actor Taapsee Pannu adding an extra layer of excitement by joining the fun and expressing curiosity about the changes in the notifications.
The reveal video showcased the heartwarming reason behind the modified notifications and unveiled the identity of the mystery NoiseMAAker – none other than 'Maa' herself. The campaign culminated in a touching Mother's Day wish, reminding users to "Listen to Mom" – a sweet nod to appreciating a mother's love and guidance.
The campaign's success was evident in the enthusiastic response from the NoiseFit App community. Users actively interacted with the personalised notifications, sharing their experiences on Instagram. The campaign generated a 40 per cent increase in user engagement on the NoiseFit App during the Mother's Day weekend. Additionally, social media impressions saw a 100 per cent spike during the campaign period.
