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Driving Creator Acquisition with Targeted DM Outreach

Driving Creator Acquisition via Targeted DM Outreach on Instagram & LinkedIn

Leave a Comment / Success Stories, Customer Loyalty, Customer Retention, Retention & Loyalty /

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.

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iwtfc boost recurring revenue

Boosting Recurring Revenue with Strategic CLM Campaigns- Upsell Annual Plan

Leave a Comment / Success Stories, Customer Loyalty, Customer Retention, Retention & Loyalty /

iWant, 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. iWant 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 iWant 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   iWant’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, iWant 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.

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Building Viewer Loyalty with Always-On Lifecycle Campaigns

Building Viewer Loyalty Through Always-On Lifecycle Campaigns

Leave a Comment / Success Stories, Customer Loyalty, Retention & Loyalty /

iWant 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, iWant 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. iWant 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, iWant 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, iWant 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 iWant 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—iWant 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, iWant

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When to Stop Winning Back Lost Customers

When to stop winning over lost customers

Leave a Comment / Blog, Customer Retention, Retention & Loyalty /

It used to take about five years to lose 50% of your customer base in the good old days. With the advent of mobile and online, this timeline has changed dramatically. As per the Mixed panel’s 2019 benchmark report, online retailers lose 99 % of their customers in year one. New customers who open Bank account have a 50% chance of closing the account in three months. Of course, we all know that retaining 5% incremental of our base can result in a 125% increase in profitability and most marketing efforts are toward the same goal. The most robust strategy for a marketer is to read early warning signs given by customers and reduce the lost customer rate regularly. However, an interesting question is how long we should be chasing lost customers and keep treating them as lost customers, or is there merit to look at them with a new lens. Let us re-look at what are the top reasons why a customer will leave you and what are chances of them coming back – Attracting wrong customers Often, customers tend to purchase a product due to a promotion/ offer / extensive paid marketing, but as the customer experiences a consequence, the dissonance may creep in. These are the customers who have the lowest lifetime value. Poor product/service experience For every customer that complaints, ten don’t, and unmatched expectations are the single most significant reason for users not to come back. Unless the marketer has some news to give these customers about improvements/changes in the product, unlikely this customer is returning. Limited utility We often buy/ interact with the brand for a specific purpose, and if accomplished, we find no value in return. I would give you an example of OTT. If the user buys a subscription pack for content (say, a famous Bollywood movie), they are likely not to renew unless similar content is available again. Lack of proactive support Most of the churn analysis shows that customers who have complained are likely to churn. The principal reason where the brand is unable to provide timely customer resolution. Closures This is more rampant in the financial industry, where customer explicitly chooses to close the relationship by opting out of card/ account/ investment. I would say here it can even be a compliance issue. What is important here is for marketers to understand the reason for the loss and take proactive action. Some strategies which have worked for me in the past have been – Choose your customers wisely while acquiring Using look-alike models and being more specific with targeting can dramatically reduce the efforts of winning back customers. Seeking feedback Best people to give you candid feedback and even minor improvements from their share of voice can be a great reason to reach out and win them back. Wait for your turn Read the data insights to create an actionable plan. E.g., if we know, the customer will come only during sales, then park them till you have a sales offer. Proactive Service Recovery When a customer complains, there is a massive opportunity for a brand to hear them and fix the problem. It always works to speak to them once the issue is resolved. It’s okay for a brand to accept there was an issue. Policy on data usage of lost customers Each brand must specify rules on communicating with lost customers in its data usage policy. The policy may differ by industry. It could be 90 days in OTT, while in banking, it can be up to 180 days. After this time, the marketer must pause the communication to this group and reach out only when there is a good enough reason. We need to remember that these customers have left the brand for a reason, and least we want to do the least to further irate them. Building brand equity should be the single most significant reason for marketers to firm up their lost customer strategies and programs.

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CDP: Putting Customers at the Center of Strategy

CDP – Bringing customers in the centre of strategy

Leave a Comment / Blog, CRM Strategy & Automation /

Customer Data Platforms ( CDP) are pre-coded software that helps stitch data from different sources and provide one customer viewc This One Customer View can be further visualised in multiple ways to understand customers. Various stakeholders can use this database in an organisation to enhance various customer-led initiatives. Of course, we all know that retaining 5% incremental of our base can result in a 125% increase in profitability and most marketing efforts are toward the same goal. The most robust strategy for a marketer is to read early warning signs given by customers and reduce the lost customer rate regularly. However, an interesting question is how long we should be chasing lost customers and keep treating them as lost customers, or is there merit to look at them with a new lens. Let us re-look at what are the top reasons why a customer will leave you and what are chances of them coming back – Attracting wrong customers Often, customers tend to purchase a product due to a promotion/ offer / extensive paid marketing, but as the customer experiences a consequence, the dissonance may creep in. These are the customers who have the lowest lifetime value. Poor product/service experience For every customer that complaints, ten don’t, and unmatched expectations are the single most significant reason for users not to come back. Unless the marketer has some news to give these customers about improvements/changes in the product, unlikely this customer is returning. Limited utility We often buy/ interact with the brand for a specific purpose, and if accomplished, we find no value in return. I would give you an example of OTT. If the user buys a subscription pack for content (say, a famous Bollywood movie), they are likely not to renew unless similar content is available again. Lack of proactive support Most of the churn analysis shows that customers who have complained are likely to churn. The principal reason where the brand is unable to provide timely customer resolution. Closures This is more rampant in the financial industry, where customer explicitly chooses to close the relationship by opting out of card/ account/ investment. I would say here it can even be a compliance issue. What is important here is for marketers to understand the reason for the loss and take proactive action. Some strategies which have worked for me in the past have been – Choose your customers wisely while acquiring Using look-alike models and being more specific with targeting can dramatically reduce the efforts of winning back customers. Seeking feedback Best people to give you candid feedback and even minor improvements from their share of voice can be a great reason to reach out and win them back. Wait for your turn Read the data insights to create an actionable plan. E.g., if we know, the customer will come only during sales, then park them till you have a sales offer. Proactive Service Recovery When a customer complains, there is a massive opportunity for a brand to hear them and fix the problem. It always works to speak to them once the issue is resolved. It’s okay for a brand to accept there was an issue. Policy on data usage of lost customers Each brand must specify rules on communicating with lost customers in its data usage policy. The policy may differ by industry. It could be 90 days in OTT, while in banking, it can be up to 180 days. After this time, the marketer must pause the communication to this group and reach out only when there is a good enough reason. We need to remember that these customers have left the brand for a reason, and least we want to do the least to further irate them. Building brand equity should be the single most significant reason for marketers to firm up their lost customer strategies and programs.

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