“Zuora gives us the flexibility to be creative with pricing and packaging so that we can see what resonates with customers, and what doesn't.” - Liana Allday, General Manager at Creativebug

Company Creativebug
Industry B2C

The Customer

Creativebug is a resource for high-quality, expert-led, on-trend arts and crafts instructional videos.

The Challenge

As the company grew, they needed greater pricing and packaging flexibility to increase customer engagement and global payments support for international expansion.

The Solution

Zuora Billing provided the flexibility Creativebug needed to easily create new offerings and Zuora Collect will help them increase revenue collection and reduce involuntary churn.

The Benefits

With Zuora, Creativebug can now create a new offer in under two weeks, better manage international payments, and hopes to see a reduction in churn with Zuora Collect.

"We found it can take five touches to build momentum. It's really important to have a variety of offers to attract folks. Zuora allows us to easily use a mix of free trials and low introductory pricing. Mixing it up has really added to our success and growth." - Liana Allday, General Manager at Creativebug

The Creativebug Story


Creativebug offers its subscribers on-demand access to a library of 1,000+ high-quality arts and crafts classes for all levels, from drawing to sewing to baking and more.

Launched in 2014 by two cousins who aspired to bring arts and crafts to the world, Creativebug started with just a small amount of seed money and five subscribers. In 2015, the company experienced exponential growth of 550% and realized they needed subscription management support to continue on this growth trajectory.

Specifically, they needed a technology partner that enabled them to experiment with pricing and packaging to meet customer needs and they needed the ability to accept global payments as they expanded internationally.

Since implementing Zuora Billing, pricing and packaging that once took a long time and delayed go-to-market with new offers now takes Creativebug less than two weeks to develop, test, and roll-out.

“Zuora allows us to be very flexible with different types of pricing and to easily use a mix of free trials and low introductory pricing. We’ve found that mixing it up — and consistently putting out fresh offers -- has really added to our success,” says Liana Allday, General Manager at Creativebug.

In 2017, Creativebug’s success led to it being acquired by a leading fabric and craft specialty retailer. The company saw the opportunity to leverage Creativebug’s high-quality, popular content to grow their customer base, connect with new potential customers, build ongoing relationships, and get customers back in the store (online or brick and mortar) to purchase more products.

The pricing and packaging flexibility enabled by Zuora allows Creativebug “to be closely tied with its parent company in the U.S., where there are stores to complement online education but also allows us to be completely separate in other markets so we can partner with other brands and stores,” says Allday.

In addition, Creativebug plans to start using Zuora Collect to help increase revenue collection and “better manage involuntary churn with customized credit card retries and workflows. For example, if a customer’s credit card has been deactivated, it will allow us to go to the customer for updated information or to offer them other ways to subscribe to, and pay for, our services,” says Allday.

Creativebug is in the business of “making the world a more beautiful place” — and this starts with customers.

As Allday explains: “We may introduce a lifelong knitter to a painting video. They get a little excited about it and, because they can watch a video, they now have some confidence. So they give it a try and it gives them a whole other creative medium to explore. And that’s good for our business.”

“Our goal is to make it easy for customers to interact with us, however it makes sense for them. Zuora helps us do this.” – Liana Allday, General Manager at Creativebug

Since implementing Zuora, pricing and packaging that once took a long time and delayed go-to-market with new offers now takes Creativebug less than two weeks to develop, test, and roll-out.

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