Driving Subscription Conversions Through Hyper-Personalized Messaging

Problem Statement 

While iWantTFC consistently delivered strong content engagement, we, at consoul saw potential to enhance the effectiveness of its messaging strategy. Existing personalization approaches—often limited to broad location targeting—did not fully capture the nuances of individual viewer behavior. There was an opportunity to explore whether more tailored personalization, such as using city-level data or first-name attributes, could make campaigns more relatable and drive stronger performance across key metrics like engagement and subscriptions. 

Objectives
 

• Compare the performance of city-based vs. state-based personalization in campaign messaging 

• Evaluate the effectiveness of first-name vs. city-based personalization 

• Identify the personalization tactic that best drives click-through rates (CTR), subscription conversions, and bundle purchases 

Experiment Design

Using the Martech stack (MoEngage for delivery, Amplitude for measurement), two key A/B tests were run on push campaigns for top-performing titles: 

1. City vs. State Personalization (Show: Batang Quiapo) 

• Variation 1: Message personalized with {{Last Known State}} 

• Variation 2: Message personalized with {{Last Known City}} 

Outcome: 

         City-based personalization led to higher CTR, engagement, and conversions 
         Resulted in a 3.4× increase in Monthly Premium subscriptions 

2. Name vs. City Personalization (Show: Incognito) 

• Variation 1: Message personalized with {{First Name}} 

• Variation 2: Message personalized with {{Last Known City}} 

Outcome: 

        👤 First-name personalization significantly outperformed city-based messaging: 

• +63.9% Monthly Premium purchases 

• +75.3% GMA Pinoy Bundle purchases 

• +36% higher conversion rate (CVR) than city-only targeting 

• CTR uplift: 0.5% vs 0.37%

Key Insights

• City-based messaging creates stronger emotional and geographic relevance than state-based messaging, unlocking 3.4× more conversions. 

• Adding a user’s first name builds immediate familiarity and connection—making it one of the most effective levers for both CTR and conversion. 

• Personalization works best when it is both contextual and human—blending where someone is from with who they are. 

Conclusion

The A/B testing revealed that micro-personalization delivers macro impact. City-level messaging increased subscription conversions significantly, while name-based personalization drove both engagement and purchase behavior. iWantTFC is now scaling these personalization tactics across its campaign ecosystem to drive deeper user affinity and business results.