Joyn had no CRM channel to reach anonymous or registered users, and messaging could only run with explicit consent. We built a consent-gated Braze integration with identity sync and conversion-event tracking, then launched a full set of retention and contractual campaigns across channels.
Role Led the Braze CRM rollout — consent flow, identity sync, event tracking, and multichannel campaign launch
Joyn ships new content constantly, but the win only happens if returning users keep finding a reason to come back week after week.
A user who tunes into Joyn week in, week out is the core retention target — but nothing was driving that habit proactively.
Pre-registration users browsing the app had no channel for push or in-app messaging to bring them back.
Joyn needed a reliable channel for required terms-of-use and contractual emails, not just marketing messages.
Before a single campaign could go live, three foundations had to be in place: consent, identity, and a way to measure what was working.
Push and in-app messaging could only be enabled after the user explicitly consented — the SDK couldn't simply run by default.
Without syncing Braze profiles to Joyn's own user identifier, engagement data couldn't be processed offline or tied to a real user.
Without tracking events for key milestones, campaigns couldn't be triggered automatically or measured for performance.
From SDK initialization through identity sync to event-driven campaigns — each step unlocked the next layer of engagement.
Initialized the Braze SDK only after the user provided consent on install, then prompted separately for in-app and push notification consent.Braze SDK · consent flow
Synced the Braze user profile with Joyn's app-level unique user identifier and set up the user record in Braze on registration completion.Identity sync · offline processing
Instrumented tracking events tied to key conversion milestones so campaigns could trigger automatically and be measured for performance.Event tracking · Braze
Launched six campaign types across push, in-app, and email — covering retention, recommendations, and contractual communication.Push · in-app · email
The consent → identity sync → event tracking → campaign pipeline built for Braze is directly transferable to Pardot, Intercom, Salesforce, Clevertap, Customer.IO, Marketo, and Eloqua.
New episode reminders, weekly personalized recommendations, and "next best video" prompts now run on real usage events.
Terms-of-use and contractual communications now have a dedicated, reliable channel alongside marketing campaigns.
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