Some details
Objectives
UKTV Play is a major on-demand TV service providing instant access to shows from UKTV channels Dave, Drama and Yesterday. UKTV Play has been a long-standing partner of Yodel Mobile, wishing to grow its visibility and increase its user base of high-intent and engaged users for its mobile app.
Strategy
With a holistic focus on both organic and paid growth, we refined our strategy through data-led and innovative iterations. Our goal was to provide UKTV Play with an approach that considered the full app lifecycle. By effectively aligning both organic and paid growth methods, we predicted an increase in installs, user registrations and programmes viewed, alongside other crucial metrics which would reveal an increase in user engagement.
Results
We increased the discoverability of the UKTV Play app and its prominence within mobile search through app pack and app store keyword optimisations. Conversion increased through ASO creative experiments, and paid growth strategies significantly increased acquisition and engagement rates for the app. The UKTV Play strategy was so effective it won The Drum Mobile Awards, 2019, Travel/Leisure, Sport and Entertainment Category and Effective Mobile Marketing Awards, 2019 - High Commendation, Most Effective Search Campaign.