How Plejmo Scaled their CRM Marketing Across the Nordics

Meet Plejmo, Magine's addition and one of the most prominent movie streaming platforms in Scandinavia in 2016, before migrating into Danish Blockbuster in 2019 and Swedish SF Anytime. Providing a unique experience of accessing movies immediately after their cinema release and before they became available in subscription-based services such as Netflix, Plejmo established itself as a key player in the highly competitive multimedia streaming industry.

The challenge:

As Plejmo considered their CRM marketing landscape, they understood the need to automate user activation, retention, and loyalty by capitalising on user habits, personal recommendations, and behaviour-based data. The ultimate goal was to maximise the customer experience and monetise communication strategies, enabling rapid, scalable business growth. However, the existing processes were plagued by inefficiencies and lacked the organization required to effectively leverage data from different platforms and optimize multi-channel communication efforts.

Assigned to develop and grow their CRM marketing, I was planning and executing creative user engagement and user retention strategies to run across all channels for activating and converting their fast-growing user base. A major part was driving the automation of user activation, retention and loyalty based on user habits, personal recommendations and behaviour-based data with a relentless focus on maximizing the customer experience and monetizing communication strategies for enabling rapid scalable business growth. To get there, two areas needed to solved.

The solutions:

CRM Marketing & User Engagement Technology

In order to establish a trustworthy relationship, entertainment and streaming services rely on captivating content, engaging product experiences, and personalised communication. Prior to implementing a successful marketing strategy, it was crucial to have the appropriate marketing stack in place. Rather than creating complicated and resource-heavy integrations with various CRM, data, and analytics platforms individually, the key was to establish a fully connected, scalable, and adaptable setup that seamlessly unified the entire marketing stack into one cohesive platform.

1. ‍Data Management: Utilising Segment.com, a customer data platform, to instantly make user and streaming data available to connected tools.
2. ‍Insights: Employing Mixpanel, Plejmos database, and Google Analytics to understand customer interests and build better recommendations.
3. ‍Communication: Implementing Vero, a consumer platform for email, push, and in-app communication.
4. Additional stacks: VWO, Intercom, and Amplitude were also made available for use with minimal development work needed.

The agile solution provided Plejmo with a unified view of their users and allowed them to understand, target, and satisfy the entertainment needs in a highly personalized manner, using data from all communication platforms. Now Plejmo was also able to use fully dynamic movie recommendations, enhancing the user experience and enabling them to use resources more efficiently.

CRM Strategy & Campaigns

With a fully connected and unified CRM marketing stack in place – interest, behaviour and data-based communications built the backbone of the CRM communication strategy to build a scalable and repeatable growth engine. Regular brand or sales-focused campaigns were run to convert, activate, retain or win back users via

• Targeted sales campaigns, special offers or deeply integrated bonus points campaigns
• Segment-based promotions along the customer lifecycle
• Automated interest and behaviour-based recommendations
• Automated user onboarding and engagement programs
• New features or product launches

Results and Benefits

Plejmo experienced significant improvements in customer engagement and overall business growth. Leveraging the unified CRM marketing stack, Plejmo was able to run regular brand or sales-focused campaigns to convert, activate, retain or win back users. As a result, they recorded a significant increase in their subscription base, reaching over 500,000 subscribers across four countries and multiple languages.

By streamlining and personalizing their communication channels, Plejmo successfully fostered valuable relationships with its users and scaled its operations effectively. This success story reflects their journey from a budding start-up to an industry leader, culminating with being acquired by the Danish streaming service Blockbuster, which was then acquired by Swedish SF Anytime.

In an evolving digital world, this case testifies the power of an integrated CRM strategy, personalized marketing automation, and highlights how well-executed plans can fuel rapid growth, optimise customer experiences, and ensure business success.

Plejmo was acquired by the Danish streaming service Blockbuster, which was then acquired by Swedish SF Anytime.