Marketing Partnership Communications
Business problem:
Zwift needs to move 5,000 units of Hubs in a 2-month period.
Target audience:
Potential upgraders, prospects.
Insight:
Customers from an adjacent brand need an incentive to cross over.
Reasons to believe the insight:
The Hub is at one of the lowest prices of its kind and a promotional discount would pique peoples’ interest.
And so we put together a plan.
Send plan
There were prospecting, discount code, reminder, and winner announcement sends. The prospecting send contacted those who pre-registered for the Hub when it first launched and anyone who might be looking to upgrade.
The promotion lasts 4 weeks and at this point distribution of codes cannot be automated. This plan allows for users to receive their discount code via email within 2-3 days and for the team to manage workloads.
User journey
The partnership brings users from a different brand, Strava, to Zwift via completion of an activity to which a user can submit to a sweepstakes to win prizes.
Last notes.
Who were the cross functional partners?
Merchandising, customer service, engineering, data, copy/design, marketing partnerships, hardware marketing, project management.
What was the level of involvement?
As channel lead, set the communication, send, and messaging strategy.
What if someone wants to see something up close?
Reach out and I can send high definition copies.