๐ท Iupki - From Launch to Market Leader in 6 Months
Reached 20,000 monthly listeners in the first 6 months through partnerships with schools and renowned artists, making it the national market leader in media for children.
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Iupki, an online streaming service specializing in children's literature and media, needed a growth strategy.
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The goal was to achieve a break-even point on the initial investment by securing enough paid memberships.
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As part of the growth team, I conducted market research and played an integral role in developing the growth strategy. We identified two distinct sales funnels: Classroom and Leisure.
For the Classroom funnel, we recognized that while the content was for children, they were not our buyers. We focused on engaging educators (Influencers) and school boards (Deciders). We tailored the mobile application to meet educators' needs and negotiated with the school boards to integrate it as a learning tool within school syllabi. Our offer included an iPad and a renewable one-year membership, which teachers could use in the classroom. This approach also incentivized parents to purchase private subscriptions, allowing children to access the content at home.
To address the Leisure funnel, we employed two approaches. First, we worked with our parent company to include a unique QR code in each printed book or CD. This code provided free access to the book/CD content in the app for five days at a time, allowing children to enjoy it remotely.
Second, we partnered with renowned artists to leverage their fan bases. By attending a concert or purchasing the artist's CD, kids received unlimited access to the corresponding content in the app. These strategies aimed to expand our user base and eventually convert these users into paid members.
As the marketing coordinator, I also used MS Excel to perform comprehensive performance analyses across the blog, newsletter, social media platforms, and user activity. I consolidated these metrics into monthly marketing reports, providing stakeholders with valuable insights into campaign performance and user engagement.
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The growth strategy proved highly successful, enabling Iupki to reach 20,000 monthly listeners within the first six months and solidifying its position as the national leader in children's media. Strategic marketing efforts generated steady growth of paid memberships, putting Iupki on the right path to achieving its break-even point.