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Social Marketing

#LIVforFootball

BACKGROUND

In a country where football telecast is often compromised in favor of cricket, SonyLIV, one of the fastest growing OTT platforms in India, intended to position its mobile app as the most preferred destination for football viewing. An online advertising campaign- LIVforFootball, was created that encouraged football-fans to use the SonyLIV mobile app to watch the on-going UEFA Champions League.

SOLUTION

The success of the campaign relied heavily on deep audience behavioral segmentation, extensive media targeting and razor-sharp communication to reach out to the pin-pointed audience, at the precise moment, and with just & only the right message. The audience pool was divided into 3 segments. A highly customized messaging, based on data-driven behavioral segmentation, was delivered to each of the audience groups.

Approach

An online advertising campaign- LIVforFootball, was created that encouraged football-fans to use the SonyLIV mobile app to watch the on-going UEFA Champions League. The success of the campaign relied heavily on deep audience behavioral segmentation, extensive media targeting and razor-sharp communication to reach out to the pin-pointed audience, at the precise moment, and with just & only the right message.

Results

SonyLIV registered an increase of almost 25% in new users for the app over and above its regular customer acquisition rate.

This way SonyLIV became India’s most preferred football viewing platform.

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