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The Client  Coto, is a women-only social and live consultation app designed to create a safe, empowering space for digital entrepreneurship and community-led growth. Built by women, for women, Coto connects users to expert consultations, live sessions, and peer-led communities that foster learning, expression, and support. With a growing audience of urban, socially connected, and purpose-driven women across India and global diaspora markets, Coto’s mission is to drive active community engagement through tailored and timely communication. Challenge As a platform centred on connection, confidence, and community, Coto needed to: Deepen user engagement across live sessions, one-on-one consultations, and peer communities. Deliver notifications that felt relevant, timely, and supportive—not disruptive. Create behavioural nudges that encouraged usage of high-value features like service commerce, mentoring, and wallet integration. However, the diversity in user behaviour and usage patterns called for a more nuanced lifecycle communication strategy—one that responded to real-time activity, personal preferences, and intent signals. Insight Behavioural and audience analysis revealed the following: Dayparting mattered: Users interacted with content at different times based on their life stage, work commitments, and region. Women sought validation and safety before sharing or asking for help. Consultation behaviours varied: Drop-offs were common, but intent remained high when follow-ups or reminders were personalised. Repeat users behaved differently than first-timers—requiring a shift in messaging tone and frequency. Low wallet balances, promo triggers, and post-event prompts were key opportunities for conversion and retention. This insight informed the need for a flexible, modular CLM programme to drive ongoing activation, feedback loops, and habit formation. The Solution: A Contextual CLM and Notification Framework We partnered with Coto to build a data-driven, event-triggered communication strategy that aligned with their brand voice—empathetic, empowering, and non-intrusive. The lifecycle engagement programme was built around key notification scenarios and personalised user journeys. 1. Real-Time Engagement Around Live Events Using engagement scores and activity triggers, notifications were designed to: Remind high-intent users of upcoming live sessions. Nudge drop-offs to rejoin with tailored summaries or follow-up content. Offer scheduled live alternatives for users unable to attend real-time. Impact: Increased attendance and re-engagement among users with prior drop-offs Higher satisfaction scores post-live events with contextual follow-ups 2. One-to-One Consultation Journey A structured notification journey was developed for each stage of the consultation funnel: Pre-session reminders & rescheduling options to reduce no-shows Mid-session drop-off triggers to nudge users back or offer quick reschedule Post-session summaries and feedback requests to build trust and capture insights Impact: Improved consultation completion rates Higher review submissions, boosting platform credibility Increased repeat consultation bookings 3. Wallet-Based Communication Triggers Wallet engagement was restructured using intelligent nudges: Low balance alerts with smart timing and top-up links Promo code-based incentive nudges for upcoming sessions Payment failure resolution flows with retry and help options Impact: Better wallet load frequency Higher promo usage and discounted session uptake Reduced payment drop-off rates 4. Community Learning & Growth Triggers To support Coto’s “Together we learn, together we grow” promise: Users were matched to interest-based collectives and content filters Notifications nudged users to join ongoing Q&A sessions based on browsing behaviour Repeat users received deeper learning pathways or featured mentor recommendations Impact: Stronger community participation Time spent on app increased among repeat users Rise in organic peer-led content sharing Key Features Delivered Across the CLM Programme Daypart Strategy: Mapped communication timing to user routines (e.g. evening for working professionals, mid-morning for stay-at-home users). Interest Mapping: Triggered notifications and sessions based on observed preferences and time spent in certain content categories. Behavioural Personalisation: Adapted nudges for first-time, repeat, and inactive users differently. Seamless Consultation Journeys: Reduced friction from discovery to feedback through contextual communication. Service-Commerce Growth: Encouraged repeat usage of expert services with tailored promotions and live reminders. Results & Impact The new CLM framework delivered measurable improvements in platform activity, session usage, and transaction behaviour. Key Outcomes: 40% improvement in consultation completion rates post implementation 22% uplift in live session attendance through targeted nudges 30% rise in wallet top-ups, supported by contextual wallet communications 15% increase in user retention over a 90-day period, with higher engagement from repeat users Conclusion Coto’s personalised CLM programme illustrates the power of behavioural segmentation, contextual nudges, and empathetic communication in creating safe, thriving online communities for women. By turning user insights into timely, supportive communication, the platform achieved stronger engagement and laid the foundation for scalable, meaningful user relationships. Keywords: CLM strategy, engagement, community marketing, lifecycle communication,, personalisation, segmentation,

The Client  Coto, is a pioneering women-only social community platform designed to enable micro-community building, expert-led engagement, and creator monetization. With a rapidly growing global user base, Coto partnered with Consoul Solutions to scale creator acquisition by leveraging targeted direct messaging (DM) campaigns across Instagram and LinkedIn. Challenge To fuel its growth in niche verticals such as mental wellness, fitness, astrology, and coaching, Coto needed to attract high-quality creators who could lead and grow engaged communities. Traditional outreach methods were proving ineffective in capturing the attention of domain experts and professional influencers. Coto required a conversion-driven outreach strategy that delivered: Better alignment with audience interests Higher engagement across acquisition funnels Localized messaging for international expansion, particularly in the MENA region Strategy Consoul implemented a high-performance multi-platform DM acquisition strategy, anchored in audience segmentation, personalization, and localization. 1. Precision Targeting & Creator Mapping   Identified high-potential influencers, subject matter experts, and community thought leaders Segmented creators based on engagement levels, demographics, and content verticals 2. Platform-Specific Execution   Instagram DMs: Focused on creators with visually driven content and strong follower interactions LinkedIn DMs: Targeted professionals (e.g., coaches, consultants) in niche expertise areas 3. Personalized & Localized Messaging   Created dynamic DM copies tailored to each specialization Adapted content into Arabic to drive outreach in GCC/MENA markets Messages emphasized exclusive earning opportunities, live consultations, and community ownership Results The strategic approach delivered outstanding growth metrics for Coto’s creator onboarding pipeline: ✅ 42% response rate from Instagram outreach ✅ 35% response rate from LinkedIn outreach ✅ 250+ new creator-led communities launched ✅ 30% increase in engagement using Arabic-localized messaging Conclusion This case study showcases the power of martech-driven personalization and targeted D2C communication in scaling niche creator ecosystems. With Consoul’s guidance, Coto successfully transformed cold outreach into high-quality onboarding, building a stronger foundation for community engagement, user retention, and platform monetization.

Client Overview iWantTFC, a leading SVOD platform by ABS-CBN, serves a global Filipino audience with its rich library of local and international content. While the platform had a strong base of monthly subscribers, the focus shifted towards increasing customer lifetime value (CLTV) and driving recurring revenue through annual plan adoption. The Challenge Although annual subscriptions offered better value and lower cost per month, the uptake remained limited. Users often opted for the lower upfront commitment of monthly plans, resulting in reduced long-term revenue stability. iWantTFC needed a CLM-led upsell strategy to increase conversions to annual plans, particularly among newly acquired and high-engagement users. The Strategy Consoul partnered with iWantTFC to design a targeted lifecycle marketing campaign that aligned with viewer behavior, engagement signals, and subscription tenure. 1. Lifecycle-Driven Upsell Triggers Welcome Journey for New Subscribers Introduced the annual plan value proposition subtly during the onboarding flow. Over a series of emails, users were educated on content richness, platform benefits, and long-term savings. ✅ Result: 10% increase in annual plan consideration within the first month Engagement-Based Upsell Campaigns Highly active viewers received personalized banners and emails highlighting exclusive annual perks—including discounted rates and early access to new content. ✅ Result: 15% conversion rate among engaged users Win-Back Activation for Lapsed Users Churned subscribers were re-targeted with emails featuring trending shows and premium content gated behind annual plans. ✅ Result: 5% uplift in reactivations with annual plan preference The Results iWantTFC’s data-led lifecycle marketing approach translated into tangible business outcomes: ✅ 20% increase in annual subscription sales ✅ 12% growth in customer lifetime value (CLTV) ✅ Improved perception of long-term value among new and returning users Keywords Embedded: Upsell subscription strategy Lifecycle marketing Personalisation Churn win-back Retention marketing Conclusion This case study highlights how customer lifecycle marketing can unlock higher-value subscription tiers. By identifying the right users, timing, and messaging, iWantTFC successfully nudged its base toward more sustainable, long-term subscription plans. With the right Martech stack and CLM strategy, SVOD platforms can drive both revenue and retention at scale.

Client Overview: iWantTFC iWantTFC is the leading subscription video-on-demand (SVOD) platform in the Philippines, operated by ABS-CBN, the country’s largest media and entertainment network. Launched in 2010, the platform offers a rich catalogue of Filipino and international content, including movies, TV series, documentaries, and original productions. As the OTT space continues to grow increasingly competitive, customer engagement and retention have become essential to sustaining long-term growth. The Challenge: Reducing Subscriber Churn Despite a strong subscriber base, iWantTFC observed high churn rates—primarily among users who signed up for a specific show or event but failed to return afterward. Platform analytics revealed that many viewers were not discovering content aligned with their interests post-subscription, leading to disengagement and eventual cancellation. iWantTFC needed a strategic retention plan to: Understand viewer behaviour and preferences. Re-engage lapsed users. Deliver personalised content experiences at scale. Key Insights from User Research Through behavioural analysis and customer feedback, iWantTFC uncovered critical insights that shaped the campaign strategy: Churn Drivers: Users cited content fatigue and a lack of relevant recommendations as key reasons for dropping off. Preference-Driven Consumption: Subscribers were drawn to specific genres, storylines, or actors, expecting recommendations tailored to these interests. Channel Preferences: Email, mobile push notifications, and on-site banners were identified as the most effective communication touchpoints for updates. The Solution: Multi-Channel D2C Retention Campaigns Based on these insights, iWantTFC partnered with our team to design and execute a comprehensive direct-to-consumer (D2C) lifecycle marketing strategy, focusing on segmentation, personalization, and behavioural triggers across key channels. 1. Targeted Email Marketing Delivered personalised content recommendations based on genre affinity, actor preference, and watch history. Highlighted upcoming releases and platform exclusives. Impact: 25% increase in email click-through rates (CTR). 10% uplift in returning users who engaged with recommended content. 2. Segmented Push Notifications Deployed contextual push notifications aligned with user viewing habits. Included alerts for episode drops, trending content, and flash promos. Impact: 15% increase in notification open rates. 5% rise in content engagement from push-driven sessions. 3. Dynamic On-Site Banners Integrated personalised banners within the app and website. Promoted content based on individual viewer profiles and recent activity. Impact: 20% growth in banner CTR. 7% increase in overall average watch time per user. Results & Business Impact The D2C campaign strategy not only addressed the core issue of churn but also significantly enhanced the overall customer experience. Quantifiable Outcomes: 17% reduction in churn rate within six months. Net churn rate brought below 5%, contributing to a more stable subscriber base. 12% increase in average watch time per user, indicating stronger engagement. Strategic Outcomes: Strengthened viewer loyalty through personalised content discovery. Enhanced marketing ROI through channel-specific targeting. Scaled lifecycle communication without compromising user experience. Conclusion This case study exemplifies how OTT platforms like iWantTFC can leverage behavioural insights and precision marketing to combat churn and strengthen user retention. By activating a multi-channel, data-driven D2C strategy—across email, push, and on-site experiences—iWantTFC succeeded in fostering deeper customer engagement and building long-term value. Keywords: OTT marketing, customer retention, lifecycle marketing, D2C campaigns, churn reduction, SVOD platform, audience engagement, email marketing, push notifications, personalization in OTT, iWantTFC