How Qmee’s Refreshed Mascot, Oinq, Elevated Social Engagement for the Online Rewards Platform

pROBLEM

To keep up with the Qmee’s growth and development, it was time for Oinq to get a refreshed look that better reflected Qmee’s engaging community and made it clear that he was a strategic asset to Qmee’s shareable content.

Solution

Knowing that intentionality drives engagement, Mainland modernized Oinq, elevating his look from a cartoon-esque two-dimensional piggy bank with a set facial expression to a lively, three-dimensional mascot unafraid to don a cape or Mardi Gras regalia.

Result

Oinq’s elevated look has in turn elevated Qmee’s social engagement; Qmee has experienced a 465% increase in social engagement and 4,166% increase in link clicks from February 2018 to February 2020, as well as a 32.4% increase in Facebook followers and a 541% increase in Instagram followers.

HOW MAINLAND WON

“Oinq really is the focal point of the Qmee brand, so he needed to really come alive for users,” said Amy Potter, Head of User Acquisition at Qmee. “We also identified an opportunity for differentiation; none of our competitors had a mascot that was part of their brand experience. For Qmee, that’s Oinq—he was a way for us to have a real brand identity and he grounds our community. This refresh makes him pop. Oinq works across a wide-range of categories, which is perfect for Qmee, because our users engage a wide variety of brands and products.”

Overall, shared Potter, the refresh has helped transform Oinq from one-dimensional to an adaptable brand asset. Potter explained that the more active design of the rebranded Oinq—including his now three-dimensional design and mutable facial expressions—means that he can be used across channels and campaigns with ease.

“Refreshed Oinq really unifies our user demographics now and the overall Qmee user experience,” said Potter. “He’s absolutely resonating and we’re loving the results.”