CASE STUDY
Evernote New Years Campaign
In partnership with one of our talented copywriters we were tasked with reimagining Evernote’s most prominent recurring campaign for the New Year to drive seasonal bookings and capture new users.
I brought this concept to life with layout, illustration, and animation across 9 channels with 8 distinct campaign touches localized in 15 markets/languages.
Problem & Objectives
After several years of slowed sales growth Evernote was exploring novel ways to reengage their existing users to drive subscription renewals, convert free users to paid plans, and capture new users.
We were looking for a fresh new approach to help customers and prospects envision what they could accomplish with our product. Making the users the hero of their own story.
Process & Strategy
Our Personal plan offered the most value to our customers by way of Tasks, Calendar and Home, offering users the tools users need to be and stay productive. In addition to showcasing our Personal plan at 50% off; we also anchored this offer by including mention of our Professional plan at full price.
After our research and discovery phase, we pitched 3 concepts to our stakeholder and executive team, ultimately selecting a concept named ‘The Dawn’ focused on new beginnings.
As we embarked upon the New Year, users naturally gravitate towards fresh starts, getting organized, setting goals/resolutions and being productive. With 50% off our Personal plan, we can give users the productivity tools they need to accomplish all their 2022 goals.
Execution
After gathering stakeholder and executive feedback around our winning strategy, we leveraged 8 distinct campaign touches across 9 channels localized to 15 markets.
For the first time during a campaign, we included a secondary call out to our Professional plan at full price. By doing so, we “anchored” the value of 50% off Personal while also giving users who want the top tier Evernote plan, a path to upgrade.
We ran several concurrent A/B growth tests during the campaign with isolated variables (copy, CTA size, color) prioritizing winning variants to their respective channels and segments: Prospects (Non-Targeted), New Users, 0-90 day Actives (Targeted), 91-365 day Inactive (Targeted).
Outcome
We deployed the campaign over an 8 week timespan incorporating the learnings from our A/B tests and serving up winning variants to the larger audience segments as the campaign progressed. The results were a record setting campaign for Evernote.
RESULTS
