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Sony Liv attracts cricket lovers in India through the power of Vserv Authentic Data



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.

Target audience:

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 ┬ádevised 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.

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