Being a Partner to Marketing

 
REALInsightsImage_Chromecast_3Devices_Revised-1.png
 

Company: Fullscreen
Product: SVOD - Web
Project: Chromecast Casting

Ensuring new feature adoption and awareness is often handled by a marketing department where in-app promotion may be overlooked as a viable channel. Product managers can fill this vacuum by going where their users are; taking a place at the marketing table to collaborate with department heads to make sure they are creating a comprehensive campaign that educate their most engaged users. Leveraging these partnership opportunities will drive product success and elevate a PM’s leadership presence.

Opportunity

Chromecast was a platform where users spent a lot of time watching videos (22% more  Minutes Viewed/Unique User and 96% higher Video Completion Rate) compared to the iOS and Android apps. Yet there were very few people using it.

Chromecast Opportunity Metrics.png

This is a scenario which is reminiscent of the following chart that Intercom created to visualize how to prioritize a roadmap. Which, I would argue, over-simplifies an otherwise good prioritization approach. In the case of this project, and in most cases, a KPI along the Y-axis (such as an engagement or acquisition metric) is a better measurement than just “frequency.” And the X-axis could be any quantity of actions, which I’m calling Utility above.

Beyond these promising metrics that are highlighted by the upper-left warning of this graph, we also had an opportunity to partner with Google on a marketing campaign, leveraging their audience.

Intercom Graph-Starred.jpg

SOLUTION

I heard of the opportunity and met with the VP of Partnerships and VP of Consumer Marketing to tie in the desktop and mobile web experience with the social and email campaign. A designer and I created a banner highlighting the Chromecast functionality in the video player and in the Chrome browser on desktop and mobile web.

FS_Chromecast banner 2.png

RESULT

The Fullscreen desktop and mobile web banner produced as many impressions as the posts sent out over Googlecast’s Twitter network. Fullscreen’s own social media and email efforts produced negligible impact. In summary, the campaign created:

  • 29% increase in Plays on the Chromecast platform the following week, a 132% higher growth of Plays compared to all platforms.

  • 23% increase in Unique Visitors on the Chromecast platform the following week, a 49% higher growth of Unique Visitors compared to all other platforms.

TAKEAWAYS

  1. Product managers should educate marketing as to the value they can bring to augment partnership engagement campaigns, and insert themselves when needed, Especially when you evaluate the amount of effort that goes into creating an in-app campaign versus securing a partnership.

  2. Going where your users are interacting with your product (engaged) will increase adoption more than a branding or awareness campaign, although the two should be married as they achieve separate goals.

  3. Product marketing is a great way to move those high performing, yet less utilized used features to improve your KPIs.

MarketingKatie GuernseyCase Study, Product Marketing, OTT