Challenge
A popular streaming platform was spending a fortune on mass advertising that was ineffective. Their general messages did not appeal to their audience, so few people decided to subscribe. The company needed to find a way to reach people with a tailored offer and acquire paying customers more effectively.
Action
- In-depth analysis of demographic and behavioral data
Profiles of potential subscribers: data from the existing user base (both paying users and those who took advantage of the free trial period) was analyzed to identify key demographic (age, gender, location, income) and behavioral (preferred movie/series genres, session length, device) characteristics. - Precise segmentation
Based on the data analysis, several segments of potential users were identified (e.g., “fans of classic films,” “parents of preschoolers,” “action movie lovers,” “gamers looking for game adaptations”). - Customized messages
Personalized advertising messages were developed for each segment, highlighting the aspects of the platform's offer that were most attractive to them (e.g., “family package with safe cartoons,” “thousands of award-winning films”). - Multi-channel automated campaigns
Messages encouraging subscribers to sign up were sent to the audience. People who started the registration process but did not complete it received automatic reminder emails with incentives. Users who visited the site but did not take further action were also retargeted. Those who still showed no interest were sent text messages with a small discount coupon.
Results
- The number of new subscriptions increased by 23%.
- Interest in subscriptions increased by 25%.
- The cost of acquiring a subscriber was reduced by 16% thanks to more effective marketing budget spending and higher ROI from each campaign.
