Our data platform had amassed significant data on the media and conversion behaviors of current subscribers. This enabled us to target new prospects based on those same behaviors, further segmented by sport and level of play.
Data-Driven Rationale
To drive app downloads and team enrollments, we built a media plan with a blend of awareness and hypertargeted media tactics to reach the right audience. We created a localized learning agenda to validate incrementality and allow us to scale optimal strategies without overinvesting.
Measurement
We executed national always-on media tactics, social and search, to drive targeted awareness, generating new customer installs optimizing to enrollments and locally tested into additional channels such as CTV, YouTube, and Pandora to efficiently drive incremental installs and validate expansion.
