An Entertainment Brand Used Facebook’s Lookalike Audiences To Push A New Streaming Service To Popularity

C A S E S T U D Y

C H A L L E N G E

An astonishing 62.0% of Americans aged 18-29 have access to streaming video services1.

And with consumers expected to spend 22.0% more on streaming this year, clearly there

is a demand for these services—and a promising opportunity for new ventures2. But how

can a brand-new streaming service make a grand enough entrance to break into this

thriving industry?

A Leading Movie Entertainment Brand faced this question when planning to entice new

users to its recently released, groundbreaking service. Relying on the Unified Platform’s

Optimizer and Pacing Dashboard, marketers planned and executed a Facebook campaign

that earned cost-effective sign-ups.

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S T R A T E G Y

While The Brand was thriving on its particular niche within the movie business,

it wanted to capitalize on the growing consumer appetite for on-demand, online

entertainment. The Brand needed to drive new paid users to sign up for its streaming

service, which had recently been released. Since the success of their service was

closely entwined with the success of securing service adoption, marketers knew they

needed to drive sign-ups—and fast. To promote the service, marketers created a

strategy focusing on two vital aspects of the campaign:

TIGHTENED UP TARGETING:

A CROWD OF CREATIVE:

Marketers compiled over 25 targeting buckets to test,

including a Website Custom Audience (WCA) and a

Lookalike Audience based on the WCA. Marketers also

used the Unified Platform’s Optimizer , which works

as an additional layer of optimization on top of the

native tool, to automatically move the budget to the

highest performing targeting buckets, ensuring that

every dollar was spent efficiently.

Marketers created a wide variety of ads, each tailored to a different

movie or show that The Brand would provide with its streaming

service. Such an extensive array of creative would attract movie

fans of all types. Not only this, but marketers also decreased the

chances of ad fatigue by diversifying the ad formats with link, photo

link, and photo carousel ads. It would have been nearly impossible

for marketers to track the real-time performance of hundreds of

ads manually, but with the Unified Platform’s Optimizer, which

automatically moved budget to the highest performing creative,

and the Pacing Dashboard , which clearly displayed the progress

of the campaign in real-time, marketers could effortlessly track the

campaign and make any adjustments needed.

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73.0%Lower Cost Per

Conversion Than Benchmark

R E S U L T S

The campaign exceeded benchmarks, producing the following results:

53.7%Lower Cost Per Conversion

With Broader Targeting Than Limited

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Breaking into a thriving market can be difficult for a brand—even

if the brand is already well established. To attract new customers,

marketers should consider targeting the most valuable audiences

with highly tailored creative, keeping costs effective while gaining

the attention that a new venture needs. This carefully constructed

strategy, coupled with the ability to increase optimization with the

Unified Platform’s Optimizer and track progress in real-time with

the Pacing Dashboard, was key to The Brand’s success.

C O N C L U S I O N

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Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified’s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information visit www.Unified.com.

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A B O U T

------------------------------------------1 VeraQuest, “US Internet Users Who Have Access To Streaming Video Services, By Demographic, July 2016”2 Strategy Analytics as cited in press release, “US Consumer Consumer Spending On Video By Format”

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