Twinmotion
How the same lifecycle and campaign playbook extended to Twinmotion, Epic Games’ real-time visualization tool — segmenting the audience and tailoring the campaign to drive adoption.
Global Tech · Lifecycle Marketing
Turning Unreal Engine’s email and in-product channels into a performance engine.
We audited the existing email and in-product push notification campaigns for Unreal Engine. We looked at strategy and performance, then we designed a playbook to drive results across the entire Epic Games product suite, modifying and creating custom strategies, workflows and activities specific to Unreal Engine.
The Opportunity
Unreal Engine reaches tens of millions of developers and creators working across gaming, broadcast, entertainment, animation, architecture, engineering, construction, automotive, fashion, product design, and more industries.
Customer touchpoints included email and in-product campaigns designed to support brand, product launch, customer education, field and event marketing, game store sales, industry-specific playbooks and case studies, and more.
One-off campaign sends were multiplying. Newsletters were under-leveraged. And there was no shared standard for what good looked like across the teams managing customer touchpoints. We were brought in to audit the existing email and in-product push notification strategy and performance, then define the best practices, and build the playbook that would make every future campaign work harder for users and customers.
- Where we started
- No clear strategy, best practices or playbook across the Epic Games product suite. No clear Unreal Engine-specific playbook.
- The team
- Lifecycle Marketing Strategists · Marketo Engineers · Collaboration with Epic Games’ in-house Product, Brand and Marketing teams
- The tech stack
- Marketo · Asana · Slack
- What we delivered
- Epic Games Campaign Strategy + Best Practices · Unreal Engine Campaign Playbook · Product Portfolio Cross-Selling Strategy · UE × Fortnite Campaign Strategy · Compliance-Focused Strategy · Increased Email Performance · UE Launch Release Plans · Unreal Fest Event Campaigns
Scope of Work
What We Built Together
01Email & In-Product AuditA full review of existing email and in-product push notification campaign strategy and performance — surfacing what was driving engagement and what was driving email fatigue and unsubscribes.
The audit looked at every recurring and one-off send across the program — cadence, segmentation, deliverability, and what users actually did after each touch.
Our Audit ApproachWorking closely with the Unreal Engine team, we reviewed previous campaign performance looking at campaign goals, audience segmentations, send/publish dates and times, subject and preview line copy, email content, visual design, CTA button and link usage, open rates, click-through rates, user journeys post-email or in-product message including unsubscribes, email fatigue, user behavior and product revenue and usage growth.From there, we created an Epic Games Campaign Playbook, adding specific strategies and tactics for Unreal Engine as a singular product, and strategies for cross-selling into other Epic Games products using Unreal Engine as the initial product in the user’s journey.
02Audience SegmentationWorked with the Unreal Engine product and industry marketing teams to develop new audience segmentation rules to promote UE to specific customer personas (e.g. automotive vs. gaming, architecture vs. fashion). Collaborated with the team to implement new compliance-specific audience segmentation across the entire CRM.
Segmentation became the foundation for everything downstream — the right message reaching the right persona, on the right channel, within the right compliance boundaries.
Our Segmentation PlanWe worked with the Unreal Engine product, brand, and growth teams to design and implement a new audience segmentation strategy based on updated B2C and B2B user personas. Our B2B strategy included segmenting by industry including gaming, film and entertainment, animation, broadcasting, automotive, architecture, engineering, construction, fashion, and more.After implementing the industry-specific audience segmentation plan, we saw a significant lift in email campaign performance, improving user and customer experience, clarifying user behavior analytics based upon industry affiliation, and clarified opportunities to grow Unreal Engine adoption within specific industries by delivering increased value, and more focused campaign messaging, and product positioning.
03Lifecycle & Nurture RecommendationsPrioritized recommendations to reduce one-off sends, elevate newsletters, standardize branded templates, and redesign nurture journeys around user behavior and channel preference.
With the audit and playbook in place, the final layer was a roadmap — sequenced nurture journeys mapped to user behavior and the channels each segment actually preferred.
The Lifecycle StoryAfter designing new audience segments, we re-mapped the lifecycle nurture, engagement and retention journeys and sequences to support each specific audience persona.To improve our customer experiences, we worked with the Unreal Engine teams to develop industry field guides, and high-value content campaign to turn users into super users, and super users into brand evangelizers.
04Campaign PlaybookA best-practices playbook covering campaign planning, subject lines, preview text, CTAs, email design, delivery timing, and newsletter strategy — a shared standard for every team sending to Unreal Engine users.
The playbook turned scattered tribal knowledge into one reference every team could plan against — from intake to subject-line conventions to the branded template system.
Playbook StoryBased on the performance analytics, we began running email and in-product notification tests in order to ensure our campaign recommendations would drive results.Following those tests, we developed the Epic Games Unreal Engine Campaign Playbook.The playbook covered everything from audience segmentation, creative content and visual design strategy, ideal send days and times, subject line and preview copy recommendations, CTA button and hyperlink quantity and placement direction, as well as broader strategies to support product growth, user adoption and retention, and cross-selling of additional Epic Games products.
“Meet users where they are. Deliver valuable experiences. Use email to inspire action — not to add to the noise.”
Sarah AylwardFounder & Chief Strategist, Storyworthy
Outcomes
Increased campaign performance across email and in-product communications.
The audit and playbook lifted performance for email marketing and in-product communications supporting brand, product, field marketing, and Epic Games Store marketing activities — with a shared standard that made the gains repeatable across teams.
How We Got There
- Reduced one-off campaign sends and shifted recurring value into newsletters to cut email fatigue and lower unsubscribes.
- 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 Unreal Engine product downloads and Monthly Active Users (MAUs).
- Introduced cross-selling strategy to convert Unreal Engine users to download additional Epic Games products, including UE x Fortnite, Twinmotion and MetaHuman.
- Led to Unreal Engine event attendance growth.
More Work for Epic Games
Explore More of the Portfolio
MetaHuman
How the same campaign strategy extends to MetaHuman, Epic Games’ framework for creating high-fidelity digital humans — convincing, bespoke characters for any 3D project, any engine.
Start a Conversation
Tell Us About the Next Thing You're Building.
We work with a small number of partners each year. Write us about the engagement you have in mind, the question you're stuck on, or the deck you're not sure is ready. We read everything we receive.