Challenge
A video content distributor with a streaming platform wanted to encourage customers to subscribe to add-on packages. The planned marketing campaign was to stand out from the competition and surprise the viewer. The company decided to use real time marketing and choose tools to contact only specific customers.
The actions taken were to increase sales of additional packages on the streaming platform and engage customers more strongly.
Action
- Segmentation of contacts
Customers were divided into groups based on their interests and activities related to the videos they had previously watched.
- Use of iPresso Satellite
The company used iPresso Satellite and scheduled the campaign to be sent only to people where it was currently raining.
- Automatic messaging
The short messages included dynamically changing elements to personalize the content. What they had in common was the suggestion to take advantage of the offer on a rainy day. Thanks to MA scenarios, the company didn't have to manually schedule the mailings, as any recipient who met the given conditions received the message automatically.
Results
- The company saw a 19% increase in subscription sales. Customers were more likely to buy packages on rainy days and watch more videos.
- Viewers were more likely to buy packages that better met their needs through personalization and segmentation. Customer engagement increased by 16%.
- The company attracted customers with an unusual campaign using real-time marketing. Retention rates increased by 15%.
- Customers became interested in personalized messages and bought packages that were recommended in messages as ideal for rainy days. The number of customers with several packages purchased increased by 21%.
