Audience of One: The Marketer and the Machine

Achieve marketing greatness in 2024! Discover key AI-powered marketing trends in our newest Audience of One report. We surveyed hundreds of B2C marketers in the US and UK to give you valuable insights on how to boost customer engagement and drive your brand to new heights in the new year.

Download now!

Skip navigation
Movable Ink

How Peacock Uses Movable Ink and Braze to Celebrate Customers’ Favorite Content

 Blog title reading: How Peacock Uses Movable Ink and Braze to Celebrate Customers' Favorite Content
Share This Post

With an aim to drive platform engagement, retention, and viewership, Peacock partnered with Movable Ink and Braze last year to deliver an innovative, premium personalized email experience. Keep reading for an in-depth breakdown of their successful year-in-review campaign.

The Goal of the Year-In-Review

After a year of tremendous user growth, Peacock wanted to uniquely celebrate its subscribers by highlighting their most-watched programming across film, TV, sports, news, and more. Recognizing each user’s engagement with the streaming service was a way to bring value to customer and brand alike, and dynamic personalization was the key to this project.

Year in Review Email from Peacock

How did Peacock create such an eye-catching and tailored email? It started with strategic prep work.

The Data Prep

Building an innovative new campaign starts with strategic prep work. Foundational to a year-in-review email is a robust set of data centered around key viewing milestones, such as streamers’ most streamed month, favorite day to watch, genres viewed, and longest binge. Additionally, Peacock refined the campaign’s audience, so only active, long-term users would receive it, as they would have the most viewing to reflect back on.

After identifying these key stats and users, Peacock partnered with Braze and Movable Ink to build an email that would be compelling from its first click.

Create Your Own Personalized Email

Discover how to engage you customers like never before in this Start-to-Finish guide.

Download Now

The Hero Gif

Instead of relying solely on still images, Peacock animated components of the email, like their longest streaming binge, to keep the reading experience exciting. Peacock worked with Braze to create customized attributes in order to dynamically display the gif created.

Peacock calendar gif 2

Peacock stream gif

The Dynamic App

Movable Ink created a custom app and master template that connected to Peacock’s data sources, allowing the email to automatically personalize to fit customers’ most-watched genres.

Additionally, by designing the template to display every genre while highlighting those that were viewed, Peacock reinforced the breadth of their content offering—ultimately encouraging further discovery.

Custom app highlighting Peacock customers' watched genres

The Launch

The results of this campaign were undeniably successful. Compared to their control, Peacock saw a 20% lift in churn rate reduction, a 6% increase in upgrades, and a 2 percentage point rise in return rate—meaning that users went back to Peacock to view content within a week of receiving the year-in-review email.

Peacock continues to innovate in new ways to put its audience first. Keep an eye on your inbox for the next great email coming to you from Peacock.

How Uses Movable Ink to Deliver Your Dream Home provides everything customers need in their home search. Discover how they use Movable Ink’s capabilities to activate their CRM data to create personalized, helpful experiences that lead customers to their dream home. ...
Blog title design reading, How Uses Movable Ink to Deliver Your Dream Home

Five Ways Marketers Can Use AI to Optimize Customer Experiences

Turning things over to AI can be scary. But when done correctly, the marketer and the machine can become an unstoppable duo. Learn the five ways AI can help you optimize every experience, all while retaining full control.
Blog title reading: Five Ways Marketers Can Use AI to Optimize Customer Experiences

ESPN: Designing with Movable Ink in Mind

As the hub for sports and entertainment, ESPN needed data-driven, relevant marketing campaigns to keep customers close to the action. Discover how they seamlessly created personalized, engaging experiences to really score with customers.

Marketing News that Matters

Sign up for Movable Ink's newsletter to receive the latest news, research, and omnichannel personalization resources.

Sign Up Now