Twilio’s Christmas campaign that closed numerous deals

From first interaction to lasting connection, Twilio powers the future of business communications. Their challenge is to strengthen customer relationships by uniting communications from marketing and sales to customer service and operations.

“Build and nurture lasting customer relationships with Twilio”, is one of Twilio’s most used taglines. An objective that runs in a straight line with solutions we, at Sunday, try to achieve for our customers by implementing company fashion in their DNA.

Did you know that it’s five to 25 times cheaper to retain an existing customer than it is to acquire a new one? Customer loyalty is one of the key focus points for stable and predictable revenue generation. In this study case you find how we helped Twilio to thank its customers in the right way.

Twilio powers the future of business communications. Enabling phones, VoIP, and messaging to be embedded into web, desktop, and mobile software. With 26 offices in 17 countries and counting, Twilio has the infrastructure to support communications worldwide. The power to engage billions of customers on a global scale.

Yet not only focussing on customer acquisition is the key for a long term business success. Showing existing customers appreciation for their business should be on top of the to do’s. And that’s exactly what we said to Twilio. Ready to increase their renewal rate, Sunday stepped in.
We created the perfect platform to increase renewal rates through company fashion. Even though Twilio offers solutions like intelligent chatbots, custom account notifications, etc to increase customer engagement, no solution is more personal to your clients than surprising them with useful branded wearable clothing items.

Twilio wanted to surprise their key accounts in the EMEA region with a special branded Twilio winter package. So their clients received a box full of “Wow, that’s amazing.” As a big tech company working mainly with enterprises, it's very difficult to think of something 'new’ that will impress many clients or employees. So our design team put their heads together and started designing items that are both 100% on-brand and on-trend.

Winter was coming so we designed knitted coding gloves and beanies. These items were packed in a special recycled packaging to ship out in the week for Christmas. As the cherry on the cake we added a personalized Christmas card which also invited the clients to the conference in San Francisco.

One of the main advantages for Twilio was that we at Sunday were a one stop company for all their needs in this campaign: design, production, packaging, handling, shipping globally & follow up. Our internal design team turned their branding into stunning pieces of clothing. Our operational team made sure everything was production-ready, packed. And at Sunday we take away all the friction of sending an anti-churn package. With the click of a button and from the comfort of their favorite sales tools, the winter boxes were easily shipped on time. To end with after sales following up and answering all or the resting questions.

Of course this is not a one-day project. Decreasing churn and optimizing your renewal rate is a continuous project. We implement big data and leverage technology to continuously increase the bottom-line. ​​However, Twilio has experienced some direct effects.

As a first, the packages made the services of Twilio tangible. Secondly, it really put smiles on the faces of Twilio's key accounts and they got a lot of love through messages and e-mails. Furthermore, for the Twilio sales team there was a very surprising effect, they closed several hanging deals that were reactivated through the Christmas campaign. Being able to reward customers with a unique personalized piece of clothing gives them a feeling of importance. Certainly when like Twilio, you mainly offer services instead of products.

Keep in mind: Wearable customer gifts are a fundamental part of your account management strategy that converts your customers into ambassadors.