10× Increase in Daily Activity — in Just 1 Month! The Strichka & Qela Case
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How many supporters do you have? A political leader, civic activist, celebrity, or influencer might say: millions! And they’d be partly right. But 99% of supporters don’t do anything useful. They’re not activists, they don’t donate, volunteer, or buy concert tickets… So are they really supporters at all?
Sounds familiar?
One of our favorite clients was constantly looking for ways to boost supporter engagement. That client is Strichka — a coordination platform and digital community of Ukrainians abroad with over 60 partner organizations worldwide, running an app powered by Qela. Strichka gives Ukrainians abroad simple tasks that help them preserve their cultural identity, stay united, and support Ukraine. In return, users earn points that influence community decisions and can be exchanged for special rewards: bonuses and goods from marketplaces.
One of Strichka’s main challenges was engagement: out of more than 10,000 app users, only a small minority completed tasks regularly. The number of such active users remained stable despite ongoing experiments and the founders’ strong digital expertise (including former Google Ukraine Director Dmytro Sholomko).
But Christmas 2025 changed everything.
Strichka launched a series of quests called “Advent quest calendar”, without expecting any miracles. After all, an “Advent” campaign had also been run the previous year, and app usage hadn’t increased beyond normal levels.
This time, however, things were different. Starting on December 1, the number of daily active users grew by dozens of percent day after day. Within two weeks, the number of daily users increased tenfold. The number of tasks completed by users grew by 9.5× as well.
According to Strichka, this level has now stabilized and has been staying on this level for three weeks. The team observed that most of the growth came from re-engaging existing supporters, while only about 20% resulted from new users arriving via social media.
The ingredients of success turned out to be simple:
The Qela app
A series of simple daily quests
A special prize for those who completed all quests (for Strichka, it was a Christmas ornament from a well-known Ukrainian brand)
Well-calibrated “consolation rewards” in points for those who completed half or a quarter of the Advent tasks
A store where merch, books and various souvenirs can be purchased with points
Standard supportive advertising on social media
An additional surprise was the cost of gifts, which turned out to be lower than in other gamification programs previously used by Strichka. Not everyone completed the Advent, but everyone was satisfied thanks to bonus points.
As a result, in less than a month, the Strichka team:
increased the number of daily active app users by 10×
increased the number of real, user-reported actions by 9.5×
revised its 2025 development plans around the new activist-engagement mechanics
secured new partnerships
and strengthened its decision to relaunch the app together with Qela
A dedicated White Label solution for Strichka will be released as early as January 2026.
If you also want to “wake up” your community, get in touch. Qela is suitable for any large community because it is built on psychological principles that actually work.
