Once given the role, a comprehensive communication plan was developed, based on 3 key pillars - 1. Improving copies of SMSes and optimizing them to reduce costs 2. Analyzing frequencies of communications and reducing them based on objective metrics 3. Identifying newer channels of communication like push notifications and emails to drive costs lower This involved collaborating with product and tech teams to gather insights, enable automation of communications hinged on fixed schedules, and creating compelling narratives for free users depending on which channel they came via to our product offerings. Based on this, multi-channel campaigns were implemented to engage customers, using targeted messaging and personalized content. Additionally, customer feedback was actively monitored to adjust strategies and enhance engagement. The process also included creating detailed buyer personas to tailor the messaging to different segments of the audience. Apart from this, multiple landing pages were created for different products and regularly updated with powerful lead magnets to drive conversion and get details of potential customers before warming them and converting them. Products for which such strategies were adoped included BYJU'S Math Companion and the D4 LearnStation device. Regular A/B testing was conducted to determine the most effective copies. High quality videos were also created for the main BYJU'S products and Tynker, which worked not only as ads on social media platforms but lent itself well to the landing page, dramatically improving engagement and driving conversions.