Q1 2023

Shifted Mylio’s B2C positioning to focus on “Family” as the primary audience—resulting in stronger emotional resonance, higher adoption, and improved retention among household users.

Challenge

Mylio’s B2C marketing targeted a broad mix of consumer segments—photographers, hobbyists, travelers—but lacked a unifying story. Engagement and conversion rates varied widely, and messaging failed to consistently connect on an emotional level.

Anecdotal feedback from customer success calls and onboarding sessions suggested that households using Mylio to preserve and share family memories were among the most loyal and engaged users. However, “family” was not the focal point of Mylio’s branding, website, or campaigns.

Approach

I led a repositioning initiative to evaluate and validate “Family” as the primary audience for our consumer-facing GTM strategy:

• Customer Insights: Reviewed onboarding notes, usage data, and direct customer feedback to identify behaviors and pain points unique to family use cases.
• Value Proposition Refinement: Mapped Mylio’s features to family-specific benefits—security for irreplaceable memories, easy sharing with relatives, cross-device organization.
• Messaging Framework: Developed a narrative that placed Mylio as the trusted, long-term solution for safeguarding a family’s visual history.
• Creative Direction: Partnered with design and content teams to produce imagery, copy, and campaign assets centered on multigenerational storytelling.

Execution

• Updated website home and landing pages to lead with family-centric imagery and messaging.
• Launched email and social campaigns showcasing real family stories and use cases.
• Introduced family-specific onboarding prompts to guide users toward multi-user setup and shared library features.
• Coordinated with PR to secure media placements in parenting and family lifestyle outlets.

Results

• Increased B2C trial-to-subscription conversion among family-identified users, now representing 50%+ of all new B2C customers.