Relaunching a Product in a Pandemic
Product Marketing
At the outset of the Covid 19 pandemic, companies across technology – from Salesforce to Verizon – were looking for ways to pivot their tentpole moments to virtual events. Twitter didn’t have a virtual events platform, but it had a livestream ad product with untapped potential.
My Approach
Assembling a Global Taskforce
Eyeing an opportunity with a short selling window, I assembled a cross-functional team from sales, product marketing, and production, and we went to work re-envisioning our existing livestream ad product as a virtual events platform.
Retooling and Repackaging
With product adjustments in place, my team worked with product marketing to create a suite of promotional materials, a rebranded product website, and a sales enablement training module designed to help sellers understand the new product offering and position it to clients in-market.
Rolling it out to advertisers
Working with our communications and PR teams, we launched the product in-market, securing earned press coverage from outlets including Mashable and Geekwire, and worked with our salesforce to showcase the new product through virtual roadshows with potential first adopter clients.
The Impact
+28% product revenue growth
Our efforts led to 23 branded livestreams in April 2020, representing 2.6x the number of streams in April 2019, and 28% revenue growth at a time when the rest of the company was experiencing headwinds.
Joe Giancristofaro, Product, Twitter