Win back past customers with new season promos
Win back past customers with new season promos
Paid advertising
Media & Entertainment

Win back past customers with new season promos

Create a display ad campaign to promote new seasons of popular shows or highly anticipated premieres to past streaming customers who have churned.

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Win back past customers with new season promos

Create a display ad campaign to promote new seasons of popular shows or highly anticipated premieres to past streaming customers who have churned.

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Why implement this use case?

  • Despite the fact that they’re no longer customers, previous subscribers have shown interest in your platform’s offerings. Since they are already engaged with your content, they may be easier to win back than a new prospect, which ultimately lowers your customer acquisition cost.
  • Past subscribers may have lapsed (or “churned”) because they didn’t like the variety of shows and movies, or their favorite show wasn’t producing new content. Ultimately, that meant they didn’t feel they were getting enough value out of your streaming service. By focusing on new, popular shows or seasons, you’ll showcase value and potentially pique their interest enough to resubscribe — especially if you offer a re-introduction special or free trial. 
  • Creating display campaigns for new shows or seasons is the best way to tease your streaming content. Showing video or image ads is the best way to catch a potential viewer’s attention and entice them to subscribe so they can watch more.

Goal of this use case

Increase subscribers and revenue by promoting popular new shows or seasons with display ads. Reduce customer acquisition costs by targeting past subscribers who have previously shown interest in your content.

Tools and platforms you need

1

Data Source

Data source, such as a cloud data warehouse like BigQuery, Snowflake, or Redshift.

2

Data Activation

Data activation tool, such as a composable CDP (like GrowthLoop).

3

Display ad platform

Choose a display ad platform that’s most likely to reach your previous subscribers, such as DV360.

Data sources you need

List the data sources needed for this particular use case (such as ticket purchases, memberships, etc.)

Customer profiles

Subscription data

Previous shows/genres streamed

How to set up this use case in GrowthLoop

Step 1

Set up your data warehouse as a source in GrowthLoop. 

Step 2

Create your customer table in your data warehouse and ensure it includes fields for subscription status. Learn more about preparing customer data for GrowthLoop.

Step 3

Activate your paid ad platform (DV360, Facebook, etc) as a destination.

Step 4

Create an audience in GrowthLoop. Make sure to include filters that specify customers who churned more than six months ago and customers who previously subscribed for at least three months. As a bonus, you can also filter by favorite show or genre based on the show(s) you plan to use in your display ad campaign.

You can also use the AI-powered audience builder to describe the audience in detail. For example: “Create an audience of past customers who previously subscribed for at least three months and who canceled their subscription more than six months ago.”

Step 5

Once you’re satisfied with the audience, click export audience.

Step 6

In the Create Export view, search for your destination and click select.

Step 7

Navigate to the audience viewer Exports tab within your GrowthLoop app to check for a successful export to your destination. Here, you can view the activity tracker and make any necessary scheduling changes.

Step 8

Log into your display ad platform and navigate to your audiences to confirm that this audience was received and populated. Some platforms can take up to 48 hours to populate an audience.

Step 9

Once you’ve confirmed that the customer audience list synced with your ad tool, create and launch a campaign promoting the new seasons or shows to the winback audience.

Step 10

Use your ad platform to measure success through platform metrics like CPM and click-through rates.

Step 11

Use GrowthLoop to measure the campaign's success based on key end results, such as new subscriptions, and determine what adjustments you can make to future campaigns to increase revenue and improve CAC.

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