Growing a brand today is a balancing act of mixing thoughtful strategies with deep customer understanding and the right technology. For Life360, nailing this combo has been critical to their success.

At Forge 2023, Leslie Starr, Senior Director and Head of Lifecycle Marketing at Life360, pulled back the curtain on the brand's marketing journey. In the session, Leslie highlighted how the family locator and safety membership app’s approach goes beyond typical tactics, focusing instead on delighting customers, getting creative with technology, and embracing a learning mindset.

Through her breakdown of each category, Leslie reveals insights into how brands like Life360 can skillfully blend customer-centric initiatives with the Braze platform’s suite of tools. And how this approach not only drives sustainable growth for Life360, but also forges stronger connections with its users.

Delight Your Customers

At the heart of Life360's marketing strategy is the principle of “delighting your customers.” Leslie emphasizes the importance of understanding that the relationship between a brand and its customers is a two-way street. It's not just about what the company can gain but also about the value provided to the customers. This value-centric approach is the foundation of Life360's connection with its user base.

To truly delight customers, Life360 focuses on three key aspects:

1. Surface-Level Delight: This involves captivating customers through engaging campaign work, drawing them in with creative and appealing content.

2. Deep-Level Value: Life360 goes beyond surface appeal, offering tangible benefits that genuinely enhance the lives of its customers. Whether it's through innovative product features or practical benefits, the focus is on making a real difference in the daily lives of families.

3. Creating Holistic Experiences: The marketing organization closely collaborates with its product teams to ensure that all marketing channels complement and enhance the overall product experience. This holistic approach ensures that every touchpoint with the brand is an opportunity to reinforce the value and deepen the customer relationship.

By embedding these principles into their marketing strategies, Life360 has successfully created a brand that not only attracts customers but also retains them by continually providing value and enhancing their experience. This strategy has been a critical driver in Life360's growth, underlining the importance of not just meeting but exceeding customer expectations.

Get Creative with Technology

Life360's success isn't just about understanding customers; it's also about leveraging technology to enhance experiences. Leslie highlighted how Life360 harnesses the power of Braze to bring innovative solutions to life.

1. Targeted Strategies: Using a segmentation strategy with custom filters, Life360 identified the right target users, ensuring that their marketing efforts were broad-reaching and precisely focused on the most relevant audience segments.

2. Personalized Offers: Life360 distributed unique promo codes through Braze. This allowed Life360 to provide an experience that was personalized to each user, enhancing the sense of value received from the brand.

3. Follow-up and Engagement: Beyond just sending out offers, Life360 used Braze to track code redemption and engage further with customers. From there, they continued the conversation through email and in-app messages that build deeper relationships.

Life360 crafted experiences that resonated deeply with their users, demonstrating how the right technology can be more than a tool for reaching customers—it can be a way to create meaningful, personalized experiences that reinforce customer loyalty and satisfaction.

Life360’s strategy has led to a 30% uplift in trials and subscriptions and a 54% year-over-year growth in the US.

Embrace a Learning Mindset

Beyond its strategic approach and effective use of engagement tools, Life360 credits a significant part of its success to fostering a learning mindset within its organizational culture. Leslie shared that this philosophy is about being agile, constantly testing new ideas, and learning from successes and challenges.

This approach helps Life360 to be agile and responsive, essential for adapting quickly to evolving customer needs and market trends. Collaboration with data and analytics teams further bolsters this approach, enabling Life360 to conduct strategic and insightful testing.

Life360 also employs the 80/20 rule, focusing on actions that deliver the most impactful results and streamlining their efforts for maximum efficiency. Embracing a continuous learning and adaptation culture has driven Life360's marketing success, keeping its strategies innovative and grounded in real-world effectiveness.

Life360's journey illustrates how a blend of customer-centric initiatives, innovative use of technology, and a culture of continuous learning can lead to remarkable success. Their strategy has led to tangible results—a 30% uplift in trials and subscriptions and a 54% year-over-year growth in the US in 2022. These impressive figures underscore the effectiveness of Life360's approach, balancing innovation with practicality.

Final Thoughts

Life360's success is rooted in its commitment to enhancing the lives of their customers. By leveraging Braze, Life360 has been able to create targeted, personalized experiences that build stronger connections with their users. Through a blend of data analysis, innovative technology use, and a learning mindset, Life360 is able to drive sustainable growth with their customer engagement program.

Want to learn how other leading brands and digital professionals find success with Braze? Access more highlights from this year’s Forge conference.

Ready to get inspired this year? Save the date for Forge 24.