Some details
AMC approached our team with the primary goal of increasing the total amount of subscribers to the Sundance Now platform while decreasing customer acquisition costs.
They chose to work with us on this goal due to our positive track record delivering results with a unique mixed-media approach.
Our biggest challenge was subscriber quality and retention.
Prior to bringing us on, the Sundance Now advertising
campaigns were mostly title-specific. That is, they heavily promoted new title releases and had not focused on developing the branding of their platform as a whole.We found that customers who signed up as a result of title-driven campaigns were more likely to cancel their subscription before their free trial period ended.
We concluded that if we could acquire customers that signed up on the merits of the platform as a whole, as opposed to just one title, we could boost retention rate and improve customer lifetime value.
It was clear that a multi-channel branding initiative would be key to the growth of Sundance Now.
We delivered results by building out a branding campaign to establish a platform persona.
Our brand approach can be segmented by two main strategies.
1. Sundance Now: The Little Fish in the Streaming Sea. The concept is a revised version of Ogilvy',s Avis is #2 campaign. We',re not the biggest so we have to try harder.
2. Video production of viral recipe videos that pair well with your Sundance Now subscription.
The campaigns ran across search and social advertising platforms.
We achieved long-term growth and significant improvements in customer retention with a flushed out top of the funnel creative strategy.
In Google Ads, since we started running the YouTube campaigns, we increased branded conversions by 1,308%, decreased cost per conversion by 65% and increased conversion rate by 195%.
Within our YouTube campaigns specifically, we earned 2,513 views and 466 conversions and maintained a cost per conversion of $27.
Within our Facebook campaigns, we were able to achieve significant reach and brand awareness, reaching 1,797,969 people with our recipe videos.