SkyShowtime: Competitive Streaming Landscape

Kunde

SkyShowtime

Marked

Netherlands

Positive Provocation

Against all odds, we took on the challenge of launching a new brand in a fiercely competitive streaming market, fueled by personalization. Through relentless testing and optimization, we unlocked valuable learnings and insights, enabling us to create tailored messaging that resonated with diverse audiences across 12 markets. With data as our compass, we defied the constraints of limited audience insights and harnessed the power of collaboration and innovation to achieve unprecedented results. Our strategic and operational readiness sets the stage for SkyShowtime’s continued addressable journey, inspiring viewers across 22 European markets. Boldly pushing boundaries, we prove that even in the face of adversity, growth is not just possible, but inevitable.

See the results

Wavemaker's Addressable Media Strategy

01.

Udfordring

What would you do if you would receive the following brief:

Launch a brand-new and unknown brand in a heavy competitive environment (streaming services)
Develop a ‘best in class’ media strategy that is fuelled by personalization
Activate it across 21 countries in 6 months time
Work with a multi-national Wavemaker team
Activate it across multiple channels and through different stages of the funnel
During times of an upcoming recession, energy crisis and the Russia-Ukraine war
O and yes, there are no audience insights, we have no idea who our consumer is and what they want
Do everything in house (including creative development)
Media budget: 9 million EUR

Our reply: Challenge accepted.

To summarize; Our challenge was to tackle the biggest addressable brief in Wavemaker history.

02.

Indsigt og Strategi

After accepting this interesting challenge, we developed a plan of attack that enables us to learn as much as possible, and as quickly to find the best performing messages for an audience per platform and/or per country. This plan created a framework in which we chose various content categories SkyShowtime has to offer and fired all of it across entire populations. But not as a broad audience, rather, as carefully segmented audience pools which all together would form a nation’s population. Analyzing the content per layer, per channel, revealed best performing combinations. Taken as swiftly as possible and put into action for the next batch of country launches. Best performing combinations set a benchmark, and least performing ones were switched out for different categories, so we can keep testing for the next batch to follow.

03.

Aktiviering

Setting up an Addressable operation of this scale requires teamwork; between our teams and our partners, but also between us, the client and it’s partners.

We put in place ways of working which included:

A kick off and full team workshop to define strategic direction
A structured way of working with our WPP partners Choreograph Create and Hogarth (Addressable Content Practice)
Full integration with Wavemaker activation teams in UK and in Poland
Daily team meetings with all parties involved
Dynamic messaging matrices that allow for quick and efficient changes and optimizations
An extensive learning agenda

Resultat

1.500

variations launched

Audiences

Market

Creatives showing multiple titles perform better in generating interactions and driving traffic to site. Whilst creatives showing single titles are the best persuaders for users to convert and start streaming!