Komal Ranka
Campaign Strategist
Crafting data-driven retention & engagement strategies to transform customers into loyal brand advocates.
iWantTFC, the Philippines’ reigning SVOD champion, boasts a treasure trove of local and international content. But their ambitions extend beyond their home turf. They set their sights on captivating viewers worldwide and converting them from free streamers into loyal subscribers.
The Challenge: Cracking the Global Code
iWantTFC offered a taste of their content with free episodes. However, a significant portion of this international audience remained hesitant to commit to a paid subscription. The challenge? Understanding what made them tick and crafting messages that resonated across borders.
Understanding Viewer Preferences: A Global Quest
To bridge the gap, We embarked on a user research mission outside the Philippines. Here’s what they discovered:
- Genre Gems: Viewers craved specific genres or shows unavailable elsewhere.
- Brand Blind Spot: International audiences weren’t fully aware of iWantTFC’s extensive content library and unique value proposition.
- Commitment Conundrum: Hesitation around long-term subscriptions to a lesser-known platform held viewers back.
The Solution: A Personalized Path to Paid Subscriptions
We decided to use a data-driven approach, implementing a strategic D2C CLM campaign to nurture free viewers and entice them to subscribe:
- Personalized Email Power: Free viewers received automated email sequences tailored to their watch history. These emails highlighted similar shows within the platform, showcased exclusive content reserved for subscribers, and even offered free trials or limited-time discounts on monthly plans. This personalized touch led to a 10% jump in click-through rates on email promotions and a 7% increase in free viewers exploring premium content recommendations.
- The Freemium Frenzy: Strategic freemium models were put in place. Binge-worthy shows offered the first few episodes for free, strategically ending with cliffhangers that enticed viewers to subscribe and unlock the entire season. This tactic proved highly effective, yielding a 12% conversion rate from free viewers to paid subscriptions after completing the free episode sequence.
- In-App Insights: Targeted in-app messaging was implemented. Free viewers received contextual pop-up notifications within the app highlighting new show releases or exclusive content for subscribers based on their viewing habits. This non-intrusive approach offered timely incentives, leading to an 8% uplift in conversions from free viewers to paid subscriptions within the iWantTFC app itself.
The Results: A Global Success Story
The targeted D2C CLM campaign, focusing on regional content preferences, personalized communication, and a seamless user experience within the platform, effectively turned free viewers into paying subscribers. Here’s the winning formula:
- Global Subscriber Growth: A staggering 25% increase in paid subscriptions from viewers outside the Philippines!
- Diversified Revenue Streams: Subscription revenue from global audiences contributed to an impressive 18% rise in overall revenue.
iWantTFC’s journey to global success is a testament to the power of strategic D2C CLM campaigns. By understanding regional preferences, leveraging relevant D2C channels, and creating a personalized user experience, iWantTFC not only expanded its reach but also established a sustainable global subscriber base.