Sony Liv, India's leading premium Video on Demand (VOD) service by Sony Pictures Networks India Private Limited (SPN) wanted to reach out to heavy mobile data consumers for the India V/S Sri Lanka test match.
Heavy mobile data users who consume more than 2GB of data per month.
The main challenge Sony Liv faced, was reaching out to such a niche audience set.
Approach & Execution:
We leveraged Vserv Authentic Data and further segmented consumers based on their mobile data consumption habits. Based on this, we created a unique targetable user persona called 'Data Guzzlers'. These included users who consumed more than 2GB of data on an average. We devised a strategy of creating a Facebook post that appeared in user’s Facebook news feed. The post informed them that they could watch the India v/s Sri Lanka match live on Sony Liv, with a call to action that took them users directly to the page from where they could begin watching the match.
We kick-started the campaign at 10:00 a.m. and focused on key turning points of the match such as when Virat Kohli was cruising towards a 100 which resulted in additional viewership. We ended the first phase of the campaign at 1:00 p.m. when India declared. We re-started the second phase of the campaign post lunch when Sri Lanka came on to bat, with viewership increasing along with their quick fall of wickets.
The Facebook campaign was a huge success, reaching over 6 lakh data guzzlers in India, in a span of just 3 hours and receiving a CTR of 0.8%. By leveraging Vserv Authentic Data combined with Facebook targeting data, we were able to increase the marketing efficiency of the campaign by reaching the most relevant audience.