Do brand mascots increase engagement?

The evidence is directional and mostly self-reported. System1, an ad-testing vendor, claims campaigns with recurring characters were 73% more likely to report a large profit gain. Inside apps, Duolingo reported that a new streak animation raised new-learner day-7 retention by 1.7%. Neither predicts what a mascot will do for your app, so test it.

Illustrated with our own character, Sparky. Not affiliated with any company or product mentioned.