New features only matter if users actually adopt them. UNUM needed compelling campaigns to showcase product releases and drive usage.
THE CHALLANGE
Feature updates often went unnoticed — users weren’t aware of the new tools or how to use them, leading to underutilization and wasted development resources.
THE SOLUTION
Led the design and rollout of multi-channel feature launch campaigns, including:
“What’s New” newsletters and in-app announcements.
Social media campaigns with reels, motion design, and static assets.
Partnered influencer campaigns to showcase how power users leveraged new features.
Video walk-throughs, Help Center content, and a 70% off CTA offer to convert trial users.
Results:
Increased feature adoption rates.
Boosted subscription conversions tied directly to feature rollout campaigns.
Strengthened the perception of UNUM as an innovative, fast-moving platform.mprovisation keeps me grounded in the present, while photography gives me wings. Together, they create space to wander and wonder.
