True Royalty: Tripling net subscribers in lockdown
Tripling net subscribers in lockdown
True Royalty TV is the world’s first subscription video service dedicated to all things Royal. The service includes a collection of licensed and original content curated by Nick Bullen, the award winning TV producer who has captured the story behind the British Royal Family over the past 30 years.
After establishing a presence in the US market with distribution on leading cable TV provider, Comcast, True Royalty TV focussed their next phase of growth on the direct service. Subscriber volume targets required scale and efficiency driving new customers to the True Royalty TV website and apps.
What we did
We designed an integrated media plan based on customer and market insights. By taking advantage of a soft TV market due to Covid-19 in North America and Canada we used the broadcast channel to build reach quickly with an 'at-home' audience.
This was combined with targeted social media to drive cost effective new member acquisition and layered with publisher partnerships such as Hello! Magazine. The role of which were to breakdown key customer barriers to signing-up by increasing integrity and showcasing the breadth and depth of quality content available on the service.
The outcome saw 200% growth in the number of subscribers signed up to the direct service through web and app devices. The integrated media approach increased pay-up to trial from 65% to 80%+.
Blended CPA across channels achieved targets at scale. By aggregating data into a bespoke dashboard to undertake regression analysis The Kite Factory were able to understand the relationship between TV on web and app sign-ups and prove the role of the channel in acquisition.