Context:

The streaming service Disney+ set March 24th as its launch date in the UK, Ireland, France, Germany, Italy, Spain, Austria, and Switzerland. Additional Western Europe markets followed in summer 2020.

My role:

EMEA Regional lead for strategy, delivery and optimisation of campaigns and customer marketing programmes to reduce M1 churn, increase content engagement and feature adoption.

Solution:

Launch and optimise the welcome and onboarding communications programme in 17 countries in EMEA with the support of my team and in collaboration with marketing operations team. Established reporting and experimentation programme to improve performance.

Shifted engagement communications approach from content release alerts to multi-stage campaigns (Coming soon, Launch, Cross promotion, Series completion) to leverage popularity of major releases to increase subscriber retention.