One in a Million: RadiumOne and iflix Launch Consumer-Powered Marketing Campaign Attracting One Million New Subscribers in Six Months
An innovative example of what happens when a brand works closely with their marketing technology partner to create agile data-driven marketing success
SAN FRANCISCO — November 16, 2016 – RadiumOne today unveiled the results of an innovative six-month marketing campaign aimed at accelerating the subscriber base for iflix, Asia’s leading streaming video service provider. By analyzing large amounts of data to understand consumer intent, the iflix campaign targeted consumers most likely to convert to paid subscribers.
Highlights of the campaign that helped iflix acquire one million high-value subscribers in six months:
- Connecting with consumers based on their particular movie or TV viewing behavior during the free trial period increased the chances of conversion to paying subscriber by 75 percent
- Re-engaging quickly with expired subscribers resulted in a fifty times greater conversion to paying subscriber than new to iflix customers
- Grew brand awareness for iflix from zero to 25 percent
- Reduced cost of new customer acquisition for iflix from USD$25 down to USD$3
“We trusted our marketing technology partner RadiumOne to cut through the clutter and grow our business through acquiring high-value subscribers with literally zero pre-existing brand awareness,” said Mark Britt, iflix co-founder and CEO. “RadiumOne’s ability to analyze large amounts of consumer data from across the open mobile and web enabled us to target high-propensity segments, customize our creative, and constantly optimize campaign performance so that we were able to not just achieve but exceed our very aggressive goals across South East Asia.”
When iflix launched in May 2015, it immediately began using RadiumOne’s sharing and mobile analytics tools to capture important signals about entertainment fans from across its paid, owned, earned and shared media channels. By combining mobile analytics such as in-app events and search history with social analytics such as consumer sharing behaviors, along with campaign data and iflix’s proprietary customer data, RadiumOne was able to identify the valuable signals of real-time consumer interest in entertainment content.
From these signals, RadiumOne’s was able to make predictions about future consumer behaviors, such as likelihood to convert and probability of churn. Such predictions were activated in iflix’s paid marketing campaigns accordingly and used to drive the company’s digital marketing efforts forward. For example, RadiumOne was able to assign a lifetime value score to individual users, thereby enabling iflix to bid an appropriate amount in their acquisition campaigns. The data was also used to customize creative, target specific consumer segments and optimize campaign performance.
“This is a great example of what can be achieved when brands and their partners are truly aligned with real business outcomes as the sole focus,” said Kerry McCabe, President of RadiumOne. “This was an exciting partnership for us that showcased how we’re able to make connections that matter for a challenger brand in a highly contested market.”
On Oct. 27, the iflix/RadiumOne campaign received the Gold for Excellence in Launch Marketing award and the Silver for Excellence in Data Driven Marketing award at the Marketing Excellence Awards 2016 held in Malaysia. The partnership has received six other marketing excellence awards in Asia during 2016.
RadiumOne is the only data-driven marketing company connecting the dots between brands’ paid, earned, shared and owned assets to find and connect with high-value consumers. Through our ability to see the strongest signals of consumer intent and predict where consumers are on their journeys, we can build safe and effective brand-specific campaign strategies. RadiumOne delivers digital campaigns that are measured against real business outcomes. Based in San Francisco, RadiumOne has offices across the North America, Europe and Asia Pacific. More on RadiumOne can be found at http://www.radiumone.com. Follow us on Twitter @RadiumOne.
iflix is the world’s leading Internet TV service for emerging markets, offering users unlimited access to thousands TV shows, movies and more. With a vast selection of first run exclusives and award winning movies and shows, plus the best in local and regional programs, iflix places the entertainment people want at their fingertips to either stream or download. For one low monthly fee, iflix subscribers can watch on their mobile phone, laptop, tablet, TV… wherever, whenever. Let’s play.
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VP of Marketing