CASE STUDIES /LIT VIDEOBOOKS
Launching a New Category for the Next Generation of Readers
PRODUCT MARKETING • GO-TO-MARKET • CONSUMER MARKETING
LIT set out to reinvent how people consume books by transforming them into immersive, video-first experiences. Videobooks introduced an entirely new way to experience nonfiction through cinematic storytelling. I helped launch the category by developing the product positioning, customer messaging, and go-to-market strategy that introduced this new format to market.
50% MoM
Subscription growth
100% increase in subscriber engagement
through product marketing initiatives and personalization
34% increase in daily active users
through product marketing initiatives and personalization
01 - the challenge
Launch a product customers had never seen before.
Videobooks weren't competing with traditional books—they represented a new category of content. Before customers could adopt the product, they first needed to understand what a Videobook was and why it offered a different experience from reading, audiobooks, or online courses.
02 - the strategy
Position the experience, not the format.
Instead of describing Videobooks as "books in video form," we positioned them as a new way to learn and discover ideas through cinematic, chapter-based storytelling. The messaging focused on immersion, accessibility, and convenience, helping customers quickly understand the value of the experience.
03 - the transformation
From From digital books to immersive learning.to ecosystem experience
04 - the execution
Bringing a new category to market.
Developed product positioning and messaging for Videobooks.
Supported go-to-market strategy for 20+ product launches and major feature releases.
Created customer-facing marketing campaigns across email, web, push notifications, and in-app experiences.
Partnered with Product, Creative, and Content teams to launch new products and features.
Used customer insights and A/B testing to optimize messaging and improve engagement.
Implemented personalized recommendations and lifecycle marketing to drive repeat usage and retention.
05 - the outcome
Validating a new category.
GRowth
The Videobooks launch helped drive 50%+ month-over-month growth, demonstrating strong early adoption of a completely new content format.
engagement
Through personalized recommendations and lifecycle marketing, subscriber engagement increased 100%, while targeted in-app messaging contributed to a 34% increase in daily active users.
foundation
Helped establish LIT's product marketing playbook for launching new content formats and engaging users throughout their lifecycle.