Wiserfeed: Researching Loyalty Programs for a Global Smartphone Brand

Mohsin took on this project as a solo workstream at Wiserfeed Consulting, working directly under a partner to research customer loyalty programs for a leading global smartphone brand. The brief was to understand how brands retain customers and what approaches actually work.

He started with desk research, mapping what competitor smartphone brands were doing across their loyalty programs. He looked at challenge-based campaigns, membership models, and community-driven approaches to understand the landscape.

He did not stop at published data. He went out and spoke to people directly, both on the street and through LinkedIn outreach to professionals working inside smartphone companies, to test whether what looked good on paper was actually landing with consumers.

One finding stood out. OnePlus ran a campaign called the Red Cable Club, encouraging users to post with a branded hashtag. On paper, it appeared to be a strong community-building mechanism. In practice, Mohsin found that very few people actually participated, and the current generation of consumers did not engage with this kind of challenge-based marketing.

When he presented this finding, a partner pushed back, arguing that the Red Cable Club was a prominent and effective loyalty mechanism. Mohsin listened carefully, then walked the partner through the data from his interviews and the patterns he had observed. They reached a mutual agreement: challenge-based loyalty campaigns may have worked in earlier cycles, but they do not resonate with current consumer behavior.

He structured all findings into a slide deck, iterated on it based on the partner's feedback, and delivered the final presentation.