Case Study:
DRIVING SUBSCRIPTION GROWTH
Britbox
Expanding into a New Market with the Launch of a Subscription Network
Project overview
BBC launched a subscription OTT network in the United States with a focus on British content. Their goal was to increase subscription volume in a new market while maximizing engagement and customer lifetime value (LTV).
Maximizing Free Trial Starts
Direct Agents (DA) implemented a digital acquisition strategy that prioritized maximizing free trial starts from new users. By implementing thorough audience segmentation, content optimization, and creative testing, the campaign achieved immediate success.
Maintaining Efficiency while Expanding Campaigns
During the first quarter, the cost per acquisition (CPA) decreased by 26%, and the conversion rate increased by 68%, resulting in the addition of over 18,000 subscribers. Direct Agents maintained these efficient results while scaling the campaigns over time. In addition, the campaign consistently surpassed quarterly and annual subscriber acquisition goals, even when spending at scale, allowing for additional budget allocation towards testing and experimentation. To date, our campaigns have contributed to BritBox acquiring over 1.5 million subscribers.
Decrease In CPA
Increase In Conversion Rate
New Subscribers To Date
