Unreal Engine
The lifecycle and campaign strategy the whole Epic Games engagement was built on — auditing email and in-product channels, then building the playbook that lifted performance across the product suite.
Global Tech · Digital Humans
Marketing high-fidelity digital humans, made easy.
MetaHuman lets creators build and animate a completely bespoke, convincing digital human for any 3D project — any engine, any renderer, every emotion perfectly portrayed. We extended the Epic Games lifecycle and campaign strategy to MetaHuman, shaping the story that puts that promise in front of the creators who need it.
The Opportunity
Whatever story you want to tell, and whatever engine or renderer you plan to use, if it’s going to feature realistic humans they need to be convincing. MetaHuman makes the hardest thing in 3D — a believable digital human — easy: a completely bespoke character your audience can truly relate to, with every emotion perfectly portrayed.
That promise reaches an unusually broad creator base — film and animation, games, virtual production, advertising, and any 3D project that needs a human at its center. Meeting each of those audiences with the right message, at the right moment in their journey, is the lifecycle challenge MetaHuman shares with the rest of the Epic Games suite.
To support the go-to-market launch for MetaHuman, we partnered with their product and brand marketing teams to apply the Epic Games campaign playbook we designed, and customize it uniquely for MetaHuman. This included a multi-industry, multi-audience segmented approach to cross-sell into existing Epic Games user groups, while attracting net-new users.
- Where we started
- MetaHuman was a brand-new product within the Epic Games portfolio. We developed a go-to-market campaign strategy to attract new users and sell into existing customer segments.
- The team
- Lifecycle Marketing Strategists · Marketo Engineers · Collaboration with the Epic Games MetaHuman in-house Product, Brand & Marketing Teams
- The tech stack
- Marketo · Asana · Slack
- What we delivered
- A custom go-to-market campaign playbook to launch MetaHuman, and drive continuous user adoption and product growth.
Scope of Work
What We Built Together
The audit framework, segmentation model, and campaign playbook proven on Unreal Engine and Twinmotion carried straight into MetaHuman — re-pointed at its creators, its industries, and the distinctive job of marketing believable digital humans. The workstreams below are the expected shape of that engagement.
- 01
Email & In-Product Audit
We applied key insights from the UE and Twinmotion campaign audits to ensure the MetaHuman go-to-market campaign launch was successful.
- 02
Audience Segmentation
We followed the same industry-specific and user-behavior-specific audience segmentation strategy we implemented for Unreal Engine and Twinmotion, to provide clear product-specific and portfolio-wide campaign and cross-selling successes.
- 03
Lifecycle & Nurture
Because MetaHuman was a completely new product within the Epic Games portfolio, we worked with the in-house product and marketing teams to deliver high-value content to nurture, educate, acquire, and retain users through our email and in-product campaigns.
- 04
Campaign Playbook
We applied the Epic Games campaign playbook to support the MetaHuman launch, then developed a tailored version specific to the product once we had initial campaign performance analytics to provide key insights.
“Launching MetaHuman was a key moment for Epic Games — cementing the company’s standing as a leader in emerging tech, and offering an innovative solution that can be used across all products in their portfolio, or as a standalone tool. We leveraged everything we’d learned and built from additional products, and designed a custom go-to-market campaign strategy to accelerate user adoption, engagement and retention, to drive revenue faster.”
Sarah AylwardFounder & Chief Strategist, Storyworthy
Outcomes
Designed a go-to-market campaign strategy to successfully launch MetaHuman to existing and new users.
We leveraged the Epic Games Campaign Playbook we designed for Unreal Engine and Twinmotion to launch MetaHuman to existing users across the product portfolio. This contributed to a successful product launch, and drove user adoption, engagement and retention.
How We Got There
- Designed high-value campaigns to avoid user email fatigue.
- Standardized branded email templates and CTA conventions to clarify the user journey and drive click-share.
- Prioritized driving traffic to owned destinations where users could take a business action.
- Defined campaign planning, KPIs, and an intake process so the best practices held across teams.
- Increased MetaHuman product downloads and Monthly Active Users (MAUs).
- Introduced cross-selling strategy to convert MetaHuman users to download additional Epic Games products, including Unreal Engine and Twinmotion.
- Directly increased event and field marketing activities for MetaHuman.
More Work for Epic Games
Explore More of the Portfolio
Twinmotion
The same audit, segmentation, and playbook approach adapted to Twinmotion’s architectural-visualization creators — lifting performance across brand, product, field, and Epic Games Store marketing.
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