Tasked with acquiring new streaming video users at the height of the COVID-19 pandemic, ADA delivered a CTR that exceeded historical benchmarks by over 4x .
Like many countries in Southeast Asia, Indonesia was forced into a lockdown (known locally as PPKM Darurat) to curb the spread of COVID-19 during mid-2021.
The pandemic meant stuck-at-home Indonesians had plenty of time to spare since the pandemic began, and demand for online entertainment such as content streaming and mobile gaming was through the roof.
With the PPKM extension in place, it was an opportune moment for one of the country’s most popular subscription video on demand (SVOD) players to strike.
They wanted to keep Indonesians entertained at home with a broad range of content including Hollywood movies and series, sports, and kids programmes, and turned to ADA to create a digital campaign to entice new users with a free subscription offer.
Rather than casting the net far and wide, we relied on user behaviour insights from ADA’s proprietary Data Management Platform (DMP), XACT, to craft a targeted approach.
The OTT platform offers a broad range of content with something for everyone, so we couldn’t single out a specific group.
The only qualifying factor was that the target market needed to be digitally savvy to consider an SVOD service.
The campaign ran for one week, with our targeted strategy leading to the following results:
The success of this campaign demonstrates the value of ADA’s data-first approach to deliver impactful business value for clients.