CASE STUDY 02 · LIFECYCLE EMAIL · LOYALTY
One of the most loyal fan bases had no birthday moment, so I built one
Lucasfilm had no birthday campaign, a strategy gap for an audience that already shows up for the brand. I led it from first conversation with the business unit to design, production and launch, and added an interactive poll to turn a greeting into a conversation.
ROLE
Corporate Brand Management Digital Marketing Intern
PARTNERS
Lucasfilm line of business
TIMELINE
DEC 2024
OWNED
Strategy, design, poll, QA, launch
01 — The gap
Star Wars fans are some of the most engaged in the company, yet the Lucasfilm strategy had no birthday email. Most of what fans received was promotional, with no moment that was simply about them.
I spotted the gap by comparing Lucasfilm’s lifecycle strategy with other lines of business.
High loyalty, no personal touchpoint
02 — Process
From pitch to send, I owned every step
03 — Design decisions
Celebrate first, then invite fans to talk back
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2
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04 — Governance + QA
Personal beat promotional
+221%
click-through rate
196%
lift against the Lucasfilm benchmark