Outcomes at a Glance
- $2M+ in revenue generated within 48 hours of launch
- 47% increase in giveaway participation compared to prior campaigns
- 35% boost in timeline shares and engagement
- 24% higher CTR on best-performing CTA after A/B testing
- Record number of new Lifetime Plex Pass subscribers
- Improved checkout UX that informed future product flows
Overview
In November 2019, Plex marked its 10-year anniversary with #PlexForLife, a digital campaign designed to celebrate the company’s evolution, engage its passionate user base, and drive long-term growth. The campaign featured:
- An interactive timeline showcasing major milestones in Plex’s history.
- 10 days of giveaways, fostering excitement and community participation.
- A limited-time Lifetime Plex Pass sale, leveraging scarcity-based UX to boost conversions.
The results? Over $2 million in revenue within the first 48 hours, record-breaking engagement, and a strengthened connection with Plex’s loyal user base. This wasn’t just a marketing success—it was a masterclass in user-centered experience design.
My Role
I owned the concept, design, and front-end development of the Plex for Life microsite, which celebrated Plex’s 10-year anniversary. I created an interactive timeline highlighting key milestones, a video spotlighting the company’s story, and a “Decade of Thanks” section dedicated to our users. In addition to designing and developing the microsite, I also created the supporting email and social assets.
While I led the creative and technical execution, I collaborated cross-functionally with our Executive Creative Director, Marketing Manager, Data Scientist, Support Engineer, and Web Developer to bring the vision to life and ensure a cohesive experience across platforms.
Tools & Technology
- Design: Photoshop, Illustrator
- Development: WordPress, ACF, HTML, CSS, JavaScript, PHP, Git
- Email & Testing: Litmus, Leanplum
- Project Coordination: Monday, Slack
Ten years. One story. A timeline built to spark memories, celebrate our journey, and thank the people who made it possible.
Understanding the Users: Research & Strategy
Before launching #PlexForLife, we conducted user research and behavioral analysis to create an experience that would resonate deeply with our audience. Key insights included:
- A Nostalgic & Devoted User Base → Longtime users had strong emotional ties to Plex’s journey, making storytelling a key engagement tool.
- A Community-Driven Culture → Plex users actively participated in forums and social media, meaning community engagement would be critical.
- Past Friction in Promotions → Historical data showed that unclear messaging and complicated checkout flows had led to drop-offs in previous sales events.
These insights shaped our strategy: the experience needed to be immersive, frictionless, and emotionally compelling.
UX & Experience Design: Creating a Seamless Journey
To ensure an engaging and high-converting experience, we focused on three key areas:
Interactive Timeline: Storytelling That Resonates
- Designed a scrollable, interactive timeline highlighting major Plex milestones.
- Prioritized mobile-first responsiveness for accessibility across all devices.
- Integrated videos, user-generated content, and community callouts to deepen emotional connection.
Impact: Users spent an average of 3+ minutes engaging with the timeline, with a 35% increase in social shares compared to previous content.
Giveaway Experience: Frictionless & Engaging
- Developed a one-click entry system via Plex’s app, email, and social platforms.
- Used progressive disclosure to keep the experience intuitive (only showing necessary information per step).
- Sent reminders and notifications to encourage daily participation.
Impact: A 47% increase in participation compared to past giveaways, with higher completion rates per entry.
Lifetime Pass Sale: Optimized for Conversions
- Applied pricing psychology by prominently displaying the original price alongside the discounted offer.
- Used scarcity-based UX—including last-chance emails and social media pushes—to create urgency.
- Streamlined the checkout experience, reducing friction with Apple Pay & Google Pay integration.
Impact: Over $2M in revenue within 48 hours, with a record number of new Lifetime Pass subscribers.
Testing, Iteration & Real-Time Optimizations
To ensure maximum performance, we:
- A/B Tested CTAs & Messaging → Compared variations like “Get Lifetime Access” vs. “Own Plex Forever” for conversion effectiveness.
- Analyzed Click Behavior → Studied user navigation patterns to refine the experience and optimize interaction points.
- Monitored Real-Time Performance → Ensured fast load times and made quick UX adjustments based on behavioral data.
Outcome: A 24% higher click-through rate on the best-performing CTA and reduced cart abandonment rates.
From A/B tests to last-chance emails, everything worked together to drive clicks, cut drop-offs, and bring in over $2 million in two days.
Long-Term UX Impact & Learnings
Beyond immediate revenue and engagement spikes, #PlexForLife had lasting UX benefits:
- Higher User Retention: Thousands of users upgraded to a Lifetime Pass, reducing churn.
- Stronger Community Engagement: The success of the interactive timeline and giveaways reinforced the importance of storytelling in Plex’s UX strategy.
- Checkout UX Enhancements: Mobile-first optimizations informed future Plex purchase flows.
Beyond numbers and sales, this campaign was about connection. It was about honoring the people who had made Plex what it was and inviting them to be part of the next chapter.
Final Thoughts
#PlexForLife was more than a promotional campaign—it was a carefully crafted, user-centered experience that strengthened brand loyalty, engaged the community, and set new revenue records.
By leveraging nostalgia, optimizing for seamless interaction, and applying data-driven design, we created a campaign that was not only profitable but deeply meaningful to Plex users.
