Profound Marketing Strategy of Uable – with company overview and campaigns

Updated on: Oct 30, 2022
marketing strategy of Uable - featured image

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In our previous article, we discussed the marketing strategy of Toppr, a leading global talent development corporation. In this blog, we are going to gain an understanding of the marketing strategy of Uable – A social networking application dedicated to teens.

Its purpose is to know and get information about uable and how it has become a popular application among the youth of India and uable aims to help the youth learn about their interests and passion while enjoying themselves with their friends.

As you all know, the world is now going completely online and marketing has become the backbone of every industry. If you want to know more marketing information, then Watch Our Free Masterclass on Digital Marketing by our CEO and Founder of IIDE Karan Shah.

We’ll cover everything about the marketing strategy of Uable in the article. Before we jump into our blog, let’s learn the company’s story, targeting audience and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

 About Uable- Company Overview

marketing strategy of uable - logoSource – Uable

Uable is one of the most exciting upcoming start-ups that has closed a Pre-Series A with top investors to help keep our purpose alive and become the ideal teen companion. It was founded by Saurabh Saxena, a former co-founder of Vedantu.

In Bengaluru, India, Saurabh established Uable in 2019. Uable app launched in September 2021, the app has clocked in, 5,00,000+ downloads so far with an ambitious goal to onboard 10 million teenagers by the end of 2023.

It is a platform for teaching life skills to young people between the ages of 13 and 19.

Teens can use the social media platform Uable. While working with 13+ year-olds who are about to make important career decisions in their lives, the startup realized that this category required more attention from their side.

As a result, they shifted their focus to their new target demographic: teenagers. If you look closely, you’ll notice that their logo is based on the Japanese concept of Ikigai (“a reason for being”), which corresponds to their vision of empowering every young learner to discover and live their Ikigai.

 It’s a secure environment where young people may meet individuals who share their interests, learn new things, engage in activities, develop their abilities, and reach their full potential.

Teens can pursue their real-world passions with the aid of the social software Uable, which is available on iOS and Android. Uable’s team puts a lot of effort into creating neighbourhoods where teens can explore new interests, connect with other like-minded teens, and fulfil their aspirations. 

They are here to assist in the creation of a safe environment in which youth can grow and no one feels excluded.

Uable helps teens build meaningful relationships, follow their passions and discover new worlds, whether they’re checking in with their friends or getting a dose of daily inspiration.

Quick stats on Uable

CEO Saurabh Saxena
Area Served Bengaluru, Karnataka
Industry Technology, Information, and Internet
Revenue $13.9M per year
Vision Our vision is to build a parallel system for lifelong learning where every teenager can truly maximise their potential.
Tagline Made for More


Marketing strategy of Uable – 

Let’s know about the marketing strategy uable and how they run marketing campaigns and how they can improve their marketing strategy.

Segmentation, Targeting, and Positioning

Because they want it to reach the largest audience possible—10 million teenagers by the end of 2023—they purposefully made the app ad-free and free to use to counteract the detrimental impact that advertising has on developing minds.

Social media emerged as a universal form of media. After that, segmentation occurs as a result of a certain amount of media saturation and weariness.

Teenagers aged 13 to 19 are the target audience for Uable. This is the age when teens are about to make critical career decisions in their lives, and the startup uable realized that this category required more attention from their side.

As a result, they shifted their focus to cater to their new audience. Uable’s vision is to empower each young learner to discover and live for a reason.

Uable established its market position as an app for teenagers. The app is safe and provides a learning environment for teens like them.

Teenagers despise two things: “authority” and “companies that feed them ads.” To that end, uable wants to set teenagers free: “from an authority, give them space to figure things out.”

Marketing Campaigns

marketing strategy of Uable - marketing campaign

In January 2022, Uable hosted an event that was a brilliant way to kick off a creative career as India’s first and only teen super app. They had to download and sign up for the app as well as register for the event. As a result, their download rates have increased.

Champions were embraced into uable’s Art & Design Collective, where they can expand their portfolio, connect with and learn from talented artists and designers, and get a head start on content. Champions can use the app to encourage members of the collective social network and expand their audience.

This centred on selecting the best submissions to form uable’s first art and design collective. Partner brands such as The Noice Co, MadCap Workshops, and others assisted, established and promoted the project.

marketing strategy of Uable - marketing campaign

In January 2022, a youth tournament was held with a prize pool of $35000. The youth had to download the Uable app, sign up, and register to participate in this tournament, Which increased app downloads and engagement with the Uable app As a result, their community grew.

marketing strategy of Uable - marketing campaign

Again, in January 2022, Uable presented a battlegrounds cup for teens who love to play mobile games like a battleground. The winning price of INR 50,000. This helps teens interact with some epic gamers, and watch them slay.

Again the teen had to download the Uable app, sign up, and register to participate. The numerous youth were now connected with the Uable community with the help of these fests, games, and tournaments.


Social Media Marketing

Uable is primarily active on social media platforms such as LinkedIn, Instagram, YouTube, and Twitter. Instagram has more followers than LinkedIn, YouTube, and, finally, Twitter.

  • Instagram – 17.8k followers
  • LinkedIn – 5,482 followers
  •  YouTube – 600 subscribers
  •  Twitter –  218 followers

Their social media posts are mostly promotional and informative, with a few posts about the launch and memes of the new features to interact with teens thrown in for good measure.

SEO Strategy

marketing strategy of Uable - ubersuggest SEO screenshot

Source – UberSuggest

According to SEO ranking, the number of keywords—below 500 is bad, above 1000 is good, and 10,000+ is amazing. As we can see, has 152 organic keywords, which is considered low.

This means that uable’s digital marketing is not gaining a sufficient number of insights.

Furthermore, the monthly traffic is around 5,000+, which is considered poor. As a result, Uable still needs to improve its SEO strategies while working hard enough to keep the brand soaring in Google organic SERP results.

Mobile Application

The Uable app, which claims to have over a quarter-million downloads so far, is ad-free and focuses on U-Coins, which can be used to purchase products such as electronics, coupons, and other items.

The app is available for free download on both the iOS App Store and the Google Play Store.

It allows users to post videos and photos to an Instagram-style feed, join interest-based clubs, chat on Discord-like chat servers, and shop for products at the U-store, which is stocked with gadgets, books, accessories, and apparel.

“Safety has been extremely important to us; the Uable team was in closed beta for over four months because they knew teens were entering a sensitive space.”

They currently have a 15-person moderation team that handles manual moderation, manual verifications, and all types of app content.”

Influencer Marketing

They are lacking a community of influencers. Not only that, but they do not work with influencers. They should have worked with influencers Because the majority of the community is on social media platforms.

They should focus on influencer marketing, such as Instagram influencers, YouTubers, bloggers, and so on so that influencers can promote their apps and gain popularity and fan following.

Ecommerce Strategies

The community has now become extremely crucial for young companies, as the cost of acquiring a customer online has skyrocketed. Uable shifted its focus to creating a community for teenagers because it is an untapped market that lowers the startup’s customer acquisition costs (CAC).

The Uable app, which claims to have over a quarter-million downloads so far, is ad-free and focuses on U-Coins, which can be used to buy products such as electronics, coupons, and other products.

The app currently has over 200,000 active monthly users, to add 10 million users by the end of 2023. Uable tries to compete indirectly with Trell, a creator-based social commerce platform, and Instagram, a Meta-led social media platform, among others.

Content Marketing Strategies

Uable is a frequent social media user. The post content is about their new features or clubs, awareness messages, and some championships, among other things. Instagram and LinkedIn are the only places where you can post content.

They also distribute press releases about their product through various outlets such as The New Indian Express, The Hindu Business Line, and Forbes India, among others.

This concludes our extensive and comprehensive marketing strategy of Uable. Let us now wrap up our studies.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of Uable?

We saw in the marketing strategy of Uable, that uable is gaining love and support from teenagers all over the world. Teenagers are increasingly interested in uable. Uable, a teen-focused app, is focusing on three aspects to attract the next generation of internet users: content, community, and commerce.

Because they are India’s first and only app for teenagers, they have less competition. Despite its shortcomings in digital marketing methods, uable is still attempting to evolve and grow in the digital sector.

Pandemics, as we all know, have had a significant impact on every business, causing a significant shift in digital marketing. According to digital marketing statistics, approximately 60% of the world’s population uses the internet.

As a result of the epidemic, it climbed by 20% in the previous two years as many businesses went online. The image of a well-known company is everything.

A company’s brand image can be made or broken by the right campaign strategies. Effective campaigns can be designed using digital marketing, and any flaws can be fixed immediately.

An essential first step is to educate yourself on the rapidly expanding industry of digital marketing. If you want to learn more and develop your skills, check out IIDE’s 4-Month Digital Marketing Course.

We hope this case study on the marketing strategy of unable has given you a good understanding of the company’s marketing strategies.

If you enjoy in-depth analyses of companies like the marketing strategy of uable, visit our IIDE Knowledge portal for more fascinating case studies.

Thank you for reading, and please share your thoughts on this case study of the marketing strategy of uable in the comments section below.

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts