Pengpeng is a Chinese social media company that acquired 30 million users in 12 months for its gamified social app. It was founded in 2013 and has raised $30 million from investors. The company's founder, Andy Tian, previously worked at MIT, BCG, Google and Zynga. Pengpeng acquired 12 million Wechat users within 25 days without any marketing costs by designing its app around principles of fun, social interaction and closing the feedback loop between users. The company iterates quickly through testing and optimizing its products.

1. Getting millions of
users
for free
Andy Tian
PengPeng

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About Pengpeng
Founded 2013 Sep
First gamified social app
30Mln users in 12 months
Funded by KPCB, Index, Ventech, etc
$30Mln USD raised in 3 rounds
http://edition.cnn.com/2014/09/16/business/inside-china-social-media-
landscape/
http://blogs.wsj.com/digits/2014/12/11/chinas-pengpeng-aims-to-take-on-
facebook-wechat/

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About Andy
MIT, BS/MS, CS
BCG
Google
Zynga
Co-founded 4 startups
https://cn.linkedin.com/in/andytian

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Who wants free
users?

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Millions of free
users with high
retention?

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-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Unique Users

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0
50,000,000
100,000,000
150,000,000
200,000,000
Apr 9th
Daily Pageviews
Highest HTML5 traffic in the world

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25 days
12M unique users
Standard marketing cost:
$12Mln
Actual cost: $0

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What is the #1
question facing
startups?

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Acquiring new
users

14. April, 2014

16. 3 months, 10mln Wechat users
authorized
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000

18. #2 in Malaysia

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Virality
(growth hacking)

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A Wechat app

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How?

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Fun
Play with friends
Close social loop
Test, analyze, optimize

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Fun

25. CONFIDENTIAL-ASIA INNOVATIONS

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Play with friends

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Close the
social loop

33. Closing the loop
Sender Receiver
Request
Notification

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Test and iterate

36. The funnel
# of
Sends
# of
opens
# of
shares
# of
clicks on
shares

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V1: 2014/4
V45: 2015/3

38. The funnel
11%
55%
30%
12%
0% 10% 20% 30% 40% 50% 60%
Open rate
Completion rate
Share rate
2ndary click on…

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Try a lot, most
won’t work

45. 12 months
40+ HTML5 apps

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What more can
you do?

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Co-branding

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Key take aways

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Growth hacking works in China
Virality available on Wechat
Interactive product over
read-only content

56. www.pengpeng.la
We are hiring for great talent in UI/UX
design, engineering, product
management, and marketing
Andy.tian@asiainnovations.com