Beyond Basic Streaming: How a Global Video Streaming Platform Reduced Churn Through Brand Experience
Learn how a video streaming platform competing with industry giants like Vimeo tackled user churn through strategic brand evolution. This case study demonstrates how subtle but impactful changes to brand identity and user experience transformed Dacast from a replaceable tool into an indispensable platform, leading to a 20.9% annual growth rate and strategic partnerships with industry leaders like LimeLight Networks.
Changing how users saw the entire product.
Dacast is a global video streaming platform that rivals giants like Vimeo. With big resources, they spent heavily in digital marketing to fuel their growth. However, despite bringing new users to the platform and having good reviews, they were experiencing higher churn rates than usual. Internal research revealed that despite Dacast being a great product, the users lacked excitement and connection with the product and platform. This lack of connection risked making Dacast seem replaceable, despite their extensive features and capabilities. However, Dacast is a well-established global name, so any modification needs to be taken into consideration, as well as the setbacks it could bring. Because of this, Dacast sought our help to revamp the connection and excitement the users had with the company to see Dacast beyond just a tool with experts that knew how to manage this delicate task.
Further research revealed that users struggled with the fear of uploading videos. This signaled an opportunity to review the platform’s user interface (UI) and their email marketing efforts. Due to several legal restrictions on brand modifications, and with our holistic brand and product approach, we agreed that the best course of action would be to expand the current brand and messaging combined with interface interaction instead of a complete rebrand. This combination allowed Dacast to match what was promised at the forefront with the experience that was being delivered on the platform. With the collaboration of the VP of Marketing, we created a more vibrant and friendly brand identity. Likewise, we introduced more imagery of the users and a friendly brand mascot as a proprietary tool for Dacast to differentiate and add friendlier micro-interactions to the platform. More importantly, they created an experience that truly resonated with their users, turning a functional tool into an indispensable platform that users are excited to engage with daily.
Since our work, Dacast has partnered with companies like LimeLight Networks and has witnessed an annual growth (CAGR) of 20.9%. This evolution demonstrates how thoughtful brand and UX improvements can dramatically impact user retention and business growth—without requiring a complete brand overhaul.
Client
Dacast
Industry
Video Streaming
"They adapted to our context"
Moox Group was the only design agency who treated us like humans: we felt heard, that was not the usual "we know what you need" speech. They adapted to our context, did great research on our market, to design a brand identity that really fits our needs. Thanks! I was very happy to collaborate with you on our brand identity project, and hope we can work together in the future.
Samy Thuillier | VP of Marketing at Dacast
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