Introduction: Thinking Beyond the Norms
Every so often, a bold experiment reshapes conventions and sets new benchmarks for success. We challenged the traditional model of referral programs in May 2017, and by 2019, this innovative growth hack saw us achieve the highest Monthly Active Users (MAU) and a staggering 580,000 premium downline users. Here’s how we did it.
Rethinking Referral Programs
The market standard for referral programs is straightforward: users sign up, receive a referral code, and earn small incentives when the code is used. But we decided to take an unorthodox route—one that required users to invest in the referral process.
The Premium Referral Model
- Step 1: Paying for Access
Users upgraded to a premium account by paying 100,000 IDR, which activated their referral code. - Step 2: Incentives for Growth
For every downline user who upgraded their account, the upline earned 50,000 IDR. - Step 3: Gamifying Referrals
To supercharge engagement, we introduced milestone rewards. Users who achieved premium referrals in brackets of 10, 100, 1,000, and 10,000 were eligible for substantial prizes—ranging from smartphones to cars.
Hypothesis Behind the Model
- Appealing Incentives Drive Zeal: We recognized the power of quick, simple incentives. A 50,000 IDR reward for sharing a referral code made the scheme appealing to our user base.
- Investment as a Commitment Mechanism: By asking users to pay 100,000 IDR to join the premium program, we tapped into the psychology of investment. Paying made users more committed to promoting the program and reaching their milestones.
Hypothesis Behind the Model
- Highest MAU Achieved: Engagement levels skyrocketed, fueled by incentives and prizes
- 580,000 Total Premium Downline Users: A testimony to how an unconventional structure can drive massive growth.
This approach also shifted the mindset around referral programs from “free perks” to “a rewarding investment.”
Conclusion: The Bold Pays Off
The premium referral program serves as a powerful case study in challenging the norms and rethinking conventional wisdom. By asking users to invest in the opportunity to earn, and then rewarding them for their efforts, we created a self-sustaining, highly motivated growth engine.
And the substantial growth when paired with desired and loved product by users, guess what? this significantly rise the organic review and ratings, and it becomes the multiplier effects in order to grow more organic users.
