Peacock Preview: Converting Viewers with Seamless Owned-Channel Integration
To bolster our owned & operated acquisition strategy, I leveraged an under-utilized feature to drive new subscriber acquisition, improve attribution, and align ad-based and subscription KPIs across teams.
A Hidden Feature Became a Scalable Acquisition Strategy
I led the discovery and activation of Peacock Preview, a little-used feature buried in the app UX, across our cable mobile apps. By transforming it into a frictionless acquisition funnel—complete with frictionless UX and necessary performance attribution—I helped convert passive viewers into paying subscribers without sacrificing ad revenue goals. The success of the initiative earned executive support and scaled across channels, including full episode integration.
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Overview & Goals
The challenge: Our team owned only a small slice of new subscriber conversions but lacked the tools to grow it. Due to technical constraints, we couldn't route users from authenticated TV experiences to paid Peacock subscriptions. We needed to create a seamless user path that delivered results without undermining AVOD performance or internal KPIs.
Goals
- Create a low-friction conversion path from owned platform experiences to subscription
- Preserve and enhance AVOD performance while expanding SVOD funnel
- Build attribution and performance tracking across touchpoints
- Establish scalable tactics aligned with business KPIs and stakeholder goals
How We Did It
I identified an underused feature within the app navigation—Peacock Preview—and transformed it into a strategic acquisition touchpoint. By combining UX testing, data infrastructure, and interdepartmental collaboration, I built a new conversion funnel that worked for both the customer experience and internal business units.
- Discovered and elevated Peacock Preview as an acquisition tool, with built-in ad units and direct links to the subscription landing page
- Collaborated with Marketing Ops to test and refine the user experience of Preview-driven conversion paths
- Partnered with Decision Sciences to build a custom attribution dashboard tracking campaign performance, paid ads, and lift across all channels
- Launched a Q3–Q4 experimentation plan, iterating creative, placements, and user flows based on conversion and APS insights
Results
Key Metrics
- Increased ad revenue and conversion rates across campaigns
- Positively impacted KPIs for both AVOD and SVOD stakeholders
- Secured executive support to expand the tactic across new channels, including full-length episode content
- Demonstrated a successful cross-team model that aligned user experience with marketing and revenue objectives
- Established data-driven best practices for future cross-promotional campaigns