Case Study: Midnight Hour drives app installs, engagement, and revenue growth with Tapcart

Midnight Hour boosts total revenue 95.4% with Tapcart

Midnight Hour, a California-based goth and alternative apparel brand, faced the challenge of driving adoption of their new mobile app ahead of the critical Black Friday Cyber Monday sales season. Their goal was to build engagement and make the app a weekly ritual for their customers. They partnered with vendor Tapcart and ATTN Agency to implement a strategy using Tapcart's platform to increase app usage and lay the foundation for long-term loyalty.

The solution was the "Frightful Fridays" campaign, a month-long, app-exclusive gamification event created by ATTN using Tapcart's in-app merchandising and push notification capabilities. Each Friday, a cryptic clue was sent via push notification, leading to a 24-hour flash sale on a mystery product. This strategy drove a 78.7% increase in app installs, a 60.5% lift in app revenue, and a 95.4% surge in total revenue, successfully turning the app into the brand's community hub.

Midnight Hour