Case Study: Blue Fever leverages Chatitive’s conversational, context-aware text messaging platform to deliver mood-relevant media
Blue Fever helps teens cope with emotional distress and feelings of isolation. The system uses predictive AI to deliver videos and content tailored to the user’s mood, direct to their mobile device. To accomplish millions of monthly user interactions, Blue Fever relies on Chatitive’s context-aware, conversational messaging platform.
For teen girls, digital devices and social media can conspire to create a sense of isolation. Blue Fever’s predictive AI platform helps teens cope with these emotionally laden episodes by delivering curated media and products based on their mood, directly to the users’ mobile device. Teens text “Blue”, the company’s digital personality, to share their emotions, and Blue responds with supportive content – curated and rated by Blue Fever.
“The internet and social media are built on mass broadcasts, not individual interactions,” says Lauren Tracy, co-founder and head of product at Blue Fever. “That can actually feed a sense of loneliness or anxiety, especially for teens who are surrounded by social media 24/7. We built Blue to cut through that noise and react with the right message based upon how you’re feeling.”
Those targeted messages connect with their users, in part because it turns out mobile messaging and texting is where teens live. Generation Z doesn’t use email, and while certainly active on social media, and willing to use apps if needed, text messaging is where they go to interact among their friends.
“Users want us to meet them where they are. The last thing our core teen audience wants is to be pushed to another place on their phone,” notes Tracy. “They’re already overwhelmed. They just want an easy way to find content that’s going to make them feel like they are allowed to be themselves, and they want that content to come to them. Text messaging was the obvious solution.”
Another advantage of texting is that it is universal across all devices. No single company controls the service or has to approve an app, allowing Blue Fever to control its own destiny – and as importantly, protect its users’ data.
Unfortunately, finding a messaging platform that understood and leveraged texting context, provided a high level of customization, and delivered personalized messages at scale proved difficult for Blue Fever. Enterprise messaging platforms tend to be built primarily for customer support, not brand engagement. More rudimentary messaging systems, on the other hand, didn’t offer anywhere near the context-awareness or dynamic customization required.
Then the company found Chatitive.
“We’ve exchanged millions of messages with users, and they say they love this type of personal, private interaction. We love having the ability to scale so we can personalize engagement across all of our users. That personalization and scalability is a large part of why we love Chatitive.” – Lauren Tracy, Co-founder & Head of Product
Context at Scale
“We actually started building our own texting platform, until someone turned us to Chatitive,” states Tracy. “We quickly realized the Chatitive platform was much more cost-effective, delivering the conversational, contextual capabilities we needed to enhance and extend our core natural language processing, along with the scalability for millions of personalized interactions. We immediately jumped ship for Chatitive.”
Chatitive is a context-aware messaging platform enabling interactive consumer engagement in the most common and natural mobile medium: texting. The platform’s configurable workflows, messaging automations, campaigns, and built-in intelligence drives some of the industry’s highest marketing response and conversion rates.
“Between the strong relationship we’ve built with our users and the ease of personalization and engagement through Chatitive texting, we’re seeing click-through rates over 50%. It’s insane,” explains Tracy.
Blue Fever quickly adopted Chatitive for user acquisition and engagement, allowing the development team to concentrate on using the inputs captured from Chatitive to improve and evolve the core AI functionality of its service. One of the capabilities the team truly appreciated with Chatitive was the ability to quickly segment and cohort users, either automatically based on the context of their responses, or to manually test new features or engagement campaigns.
In fact, between the natural connection of texting and the powerful capabilities of Chatitive, Blue Fever finds that it can be testing all the time. “We can adjust the user cohort, try something new, and our users will just naturally come in to check it out because they’re checking text messages all day, every day,” notes Tracy. “Frankly, Blue Fever wouldn’t be nearly as far along as a company if we couldn’t rely on Chatitive’s powerful messaging platform to deliver the service.”
As Blue Fever continues to improve its core AI functionality, it also continues to grow its user base, in large part thanks to the organic nature of text messaging. In fact, a lot of the company’s growth is word of mouth, with people sharing what they find valuable or entertaining. And because the sign-up is so seamless – just a mobile number – Blue Fever is able to quickly respond so that users can say ‘Yeah, I definitely want to be here.’ For Blue Fever, Chatitive’s contextual understanding even allows for new demographics to find their own way deeper into the service, without the company having to market to them.
“We’ve exchanged millions of messages with users, and they say they love this type of personal, private interaction. We love having the ability to scale so we can personalize engagement across all of our users. That personalization and scalability is a large part of why we love Chatitive,” concludes Tracy.
“We actually started building our own texting platform, until someone turned us to Chatitive,” states Tracy. “We quickly realized the Chatitive platform was much more cost-effective, delivering the conversational, contextual capabilities we needed to enhance and extend our core natural language processing, along with the scalability for millions of personalized interactions. We immediately jumped ship for Chatitive.” – Lauren Tracy, Co-founder & Head of Product