Case Study: BabyFirstTV achieves a 32% increase in app activations with Teradata Mobile Push

BabyFirstTV Improves App Activations by 32% with Teradata Mobile Push

BabyFirst is a leading educational TV channel for babies with a growing mobile presence—nearly 5 million downloads across 27 app titles—seeking to better educate parents about new releases and updates, drive app usage with promotions, and extend brand exposure beyond television. The challenge was to increase activations from existing users by delivering timely, relevant messages that actually get opened and acted upon.

Using Teradata Mobile Push, BabyFirst implemented targeted push notifications plus an in‑app Message Inbox in the Parents Zone and scheduled sends in each user’s local time (often after a baby’s bedtime). By combining personalized push and in‑app messaging and sending more than 2 million messages monthly, BabyFirst boosted app activations by 32% and achieved a 4% conversion rate from push open to download (with in‑app cross‑promotion delivering similar gains).

BabyFirstTV

Zoe Rose

Digital Project Manager