As a direct-to-consumer (DTC) streaming service, engaging and retaining subscribers is incredibly important for the Peacock team. Customer engagement is at the heart of Peacock's marketing efforts, helping to ensure that customers keep coming to the platform to stream old favorites and catch the latest releases.
Shining a Spotlight on Users’ Year-in-Review to Boost Free to Paid Subscriptions
To more effectively acquire, engage, and retain their customers, Peacock partnered with Braze from day one. In the lead-up to the 2020 launch of their app, they knew relevant customer engagement would be the cornerstone of a successful customer experience. So as part of their preparations, they went looking for a customer engagement platform that could deliver the right message at the right time to the right user on the right channel. With Braze, they found a company leading the way in cross-channel customer journey management across the channels their customers already engaged with, including email, push, and in-app messages. As a result, the brand was able to optimize their strategy based on how they communicate with subscribers.
Two and a half years after their 2020 launch, Peacock was seeing significant success by leveraging Braze alongside customer data platform (CDP) and Braze Alloys technology partner mParticle, which they leveraged to collect customer engagement data from mobile, web, and OTT streaming platforms, then unify that information for use in Braze, where it can be leveraged to power tailored customer experiences. Braze helps to activate the Peacock marketing team’s creativity, allowing them to test and optimize everything from messaging cadence, creative, audience targeting, content choice, and much more. After starting with 100 email campaigns per year and a handful of automated triggered messaging flows centered on onboarding and winbacks, Braze has enabled Peacock to grow their customer engagement program to produce over 400 manual campaigns each year and automate over 70 triggers per day to engage customers in every phase of their lifecycle.
Crafting a Winning Milestone Email Campaign, Step by Step
Peacock makes a point of keeping their subscribers engaged by leveraging personalized recommendations for their high-quality content that are delivered across channels in real time. And as 2022 drew to a close, the company decided to take advantage of that window of opportunity to bolster their acquisition and retention efforts by celebrating and showcasing the depth of their content library.
To do that, Peacock decided to build out a campaign that would showcase each customers’ content consumption, remind them of their favorite shows and movies, and show each recipient that the company understood and valued them. Ultimately, Peacock is in the business of catering to fandoms. Whether they were looking to reach a fan of Bravo, WWE, or Hallmark, Peacock’s year-end campaign needed to showcase each fandom in a way that could grow brand affinity and lead to long-term retention.
By using Braze in concert with mParticle and Braze Alloys technology partner Movable Ink, Peacock was able to create a year-in-review email campaign that celebrated user engagement in fun, personalized ways. Plus, the campaign presented an opportunity to get subscribers excited about the new content coming their way in 2023—and to inspire free users to consider upgrading to a paid subscription.