CLIENT NEED

Capitalizing on consumer demand, our client was planning to launch its own streaming service and market direct-to-consumers. The tight timeframe required a full marketing plan implemented within six months from announcement. At the time the Company  lacked a website buy-flow feature.

The tight timeframe required a full marketing plan implemented within six months from announcement

With an already-crowded field we needed to gauge a target viewer, size demand and set pricing for what could be consumers’ second (or third or fourth) paid streaming service subscription.

OUR ROLE

The Programming and Insights team brought Dreyfus Advisors on board, and working with the product group, we designed a research roadmap and conducted a multi-phased campaign development program. We presented results and recommended evidence-based marketing strategies and tactics in short bursts to advise the real-time progress of the campaign as it was needed (positioning, message development, ad execution, demand and pricing).

To explore what would motivate people to subscribe to another streaming service and profile these target viewers, we “followed” heavy-streamers’ viewing habits and preferences for two weeks to understand the value proposition and how these services fit into their lives, gathering both qualitative and quantitative data.

We analyzed the data and provided key findings to our client who then prioritized the benefits and refined the messaging. Based on our findings we also broadened and adjusted the target viewer profile.

Based on our findings of strengths and weaknesses, company leadership was able to create action plans to prioritize  its messaging and better define the target

THE RESULTS

With the insights provided by Dreyfus Advisors, our client launched its service on time and on budget with executive buy-in and confidence in its positioning and marketing approach.

Our client has built a service of millions of subscribers in a couple of years. Follow up research has included acquisition and retention studies of the type fielded by world-class direct-to-consumer services, a key capability of Dreyfus Advisors.