From blast calendar to lifecycle system

A global streaming brand came to Burrow & Beam with a familiar problem: a packed email calendar, inconsistent in-app messaging, and no clear line between “activity” and real impact. Campaigns were going out, but subscriber behavior wasn’t shifting in a meaningful way.

We rebuilt their lifecycle from the inside out — starting with how subscribers actually discover, sample, and commit to new content on the platform. Instead of treating every title like a one-off send, we designed journeys that nudged people from curiosity to habit.

What we did

The work focused on three layers: insight, system, and execution.

• Insight: Mapped high-value behaviors (search, watchlist, completion) and identified key drop-off points in the first 30 and 90 days.
• System: Replaced isolated blasts with a connected journey framework across welcome, onboarding, content discovery, winback, and seasonal programs.
• Execution: Built reusable templates and decision logic inside their messaging platform so the team could ship consistently without reinventing every send.

Key outcomes

After launch and iteration, the program drove:

• +22% increase in streams driven by lifecycle-controlled audiences
• +41% increase in watchlist adds from targeted discovery journeys
• +9% improvement in short-term retention for key segments

Most importantly, the team walked away with a system they could operate: a clear view of where each journey fits, what data it depends on, and how to test into the next lift — without going back to a “blast calendar” mindset.