Firefly turns app frustration into a business wake-up call for Amplitude
Amplitude wanted to expand its presence beyond tech and trade media to reach mainstream, business and consumer press in the UK and France.
While already recognised within its core media network, Amplitude’s storytelling was largely centred on product updates and reactive thought leadership. The company needed a stronger, more distinctive narrative that would resonate with wider audiences and elevate its positioning.
It also wanted to connect this storytelling to its product analytics offering, without appearing overly sales-driven, and build momentum ahead of major AI product announcements in early summer. To achieve this, Firefly was tasked to develop and deliver a campaign that would broaden awareness, engage new audiences and position Amplitude as a leader in customer retention and digital experience.
Firefly identified that user frustration with apps is a near-universal experience and one with significant commercial implications for businesses.
Research revealed that consumers will delete an app after just minutes of frustration – less time than it takes to make a cup of tea. Firefly used this insight as the foundation for a campaign that translated everyday digital experiences into a compelling business story.
To bring this to life, Firefly worked with Amplitude’s experts to commission market research in the UK and France, uncovering how quickly poor digital experiences lead to churn. This data formed the backbone of a narrative that connected small moments of frustration to measurable revenue loss, positioning Amplitude’s analytics as critical to solving the problem.
Firefly ensured the campaign would reach a broad range of media, including national, business, technology and consumer titles, to maximise visibility among decision-makers and influencers.
To drive coverage, Firefly:
– Developed locally relevant angles for both UK and French media
– Crafted compelling headlines linking findings to real-world scenarios, from retail app performance to travel habits
– Secured commentary and interviews with Amplitude’s senior leaders to provide authority and insight
– Delivered a mix of PR tactics including press releases, commentary, thought leadership and reactive opportunities
The campaign was designed to be both accessible and commercially meaningful – sparking conversation while reinforcing Amplitude’s role in improving customer experience and reducing churn.
The campaign achieved a combined reach of 13 million across the UK and France and delivered an increase in brand mentions.
Firefly secured high-profile coverage in leading titles including the Financial Times and national business press, alongside strong engagement across social channels.
As well as raising awareness, the campaign repositioned Amplitude as an authority on customer retention and digital experience. It also created a strong narrative foundation ahead of upcoming AI product launches, helping to build a warmer pipeline of engaged prospects and strengthening Amplitude’s market positioning.
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