Drove high in-app engagement with a 60% week-over-week retention rate.
Inflection AI Case Study
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40%
40% Decrease in Cost-Per-Account-Creation
300%
300% Increase in App Downloads
106%
106% Increase in Click-Through-Rate
We helped Inflection AI drive over 1 million daily active users within 3 months.
Overview
Inflection AI is a pioneering force in artificial intelligence, founded by AI tech disruptors Mustafa Suleyman (co-founder of DeepMind and CEO of Microsoft AI), Reid Hoffman (co-founder of LinkedIn), and Karén Simonyan (Chief Scientist at Microsoft AI). With a deep-rooted expertise in machine learning and generative AI, Inflection AI is revolutionizing human-computer interactions.
Their inaugural product, Pi, is not your typical AI assistant – it’s a personal AI companion designed to excel at conversational support and making emotional connections with users. Pi’s ability to engage users in meaningful dialogue is unparalleled – with average conversations lasting 33 minutes and week-over-week retention totaling 60%.
The Challenge
- Stand out in the saturated AI chatbot market by highlighting Pi’s unique, emotionally engaging conversational experience.
- Differentiate Pi from major competitors like ChatGPT, Gemini, and Perplexity to attract users seeking a deeper AI connection.
- Validate Pi’s key value propositions to confirm alignment with user needs.
- Identify ideal customer profiles to better target Pi’s unique user base.
- Optimize messaging and creatives to resonate with identified customer profiles.
- Balance the use of first-party data with strict user privacy standards, despite limited personalization options.
Services
Growth acquisition
Performance marketing (CAC, Conversion Rate, MAU)
Performance creative/branding
Community-led growth strategy, blueprint, and creator management
Creative matrix experimentation
Website and app store optimization
Growth retention & product-led growth strategy
CRO audit, strategy, and landing page implementation
App Store multivariate testing
Approach
- Creative Matrix System: Identifying winning creative elements for ad campaigns.
- A/B Testing: Continuously optimizing app store listings, marketing LPs, and in-app conversion elements like CTAs and pop-ups.
- Data-driven targeting: Leveraging Pi’s zero-party data to inform product messaging and user targeting across paid and owned channels without compromising user anonymity
- Persona-based Targeting: Tailoring ad copy and messaging for distinct user groups
- A/B Testing in Apple App and Google Play stores: Evaluating changes to app screenshots, descriptions, and keyword targeting to improve organic ranking and user acquisition.
- Highlighting Pi’s “Value Add” vs. Competitors: Emphasizing Pi’s distinct capabilities like emotional intelligence and multiple voice options.
- Launching campaigns across Google Paid Search, Apple Search Ads, Meta, and Reddit based on specific audience insights to target distinct user groups.
- Leading with high-quality product messaging across paid and owned channels to reach distinct audiences.
- Emphasizing unique capabilities of the product to push it to the forefront of a crowded, competitive market.
Results
During the partnership with NoGood, Pi achieved 6 million monthly active users. To date, Pi has exchanged more than 4 billion messages with its users. By leveraging NoGood’s Creative Matrix system, building and deploying an end-to-end CRO and product-led growth strategy across the website, app store, and within the product flows, we achieved a blended cost per download under $4 (primary KPI) and a cost per account creation under $3 (secondary KPI).
Additionally, Google CTR rates consistently exceeded 20% for both branded and non-branded campaigns, demonstrating the effectiveness of the value proposition validation exercise. Achieving low acquisition costs while maintaining high in-app engagement demonstrates Pi’s strong product-market fit and the effectiveness of NoGood’s growth strategy.
Other key achievements include:
- Achieved a 30% CPA for non-branded campaigns with Apple Search Ads
- Achieved a 38% decrease in account creation CPA within the web browser app
- Increased CVR to 15% through development of new landing pages
- Drove a +106% lift in CTR through optimized Google Search campaigns
40%
40% Decrease in Cost-Per-Account-Creation
300%
300% Increase in App Downloads
106%
106% Increase in Click-Through-Rate
Squad
Isabel Bellino
Growth Strategist
Christian Pain
Sr. Growth Strategist
Maria Mathioudaki
Growth Marketing Analyst
Helena Yang
Creative Lead