In the 6 months I worked at Miro, my main project was to launch the “What’s New” release program to end users. The goal was to bundle release communications in a more structured way, elevating product visuals and messaging along the way. Luckily, Miro users are incredibly enthusiastic and engaged, so the task was to capture their interest and offer not only monthly blog posts but a live webinar look-back over the releases of the past quarter.
As a contracted Program Manager, my task was to coordinate the internal structure for launching “What’s New” alongside a dedicated project team of 3 people. Once we were ready, we prepared the communications and promotions to get users to attend our quarterly webinars.
The brief
Miro prides itself on providing a lot of resources to users, in the form of educational webinars, blog posts, and virtual events like Distributed and Miro Next. The challenge with “What’s New” was to position the value-add of the program and driving interest, without feeling like we were spamming users or offering content that was not relevant to them. As it was the first time we were doing this, we used a risk-informed approach based on previous product marketing communication campaigns, and curated our content curated to a more narrow target audience in order to fuel success.
The challenge
The launch of What’s New in Q2 2022 (July) was a great success, and we were able to uphold the metrics we had set out for ourselves with the second edition in Q3 2022 (October).
Here are some of the highlights:
Developed visual identity and content for multi-channel communications
Packaged product marketing releases to match company narrative
Outperformed main launch KPIs of webinar registrants and attendees
Extremely high user engagement in live webinars and interest in following more releases
Metrics comparable with other major Miro events
The result