Sling TV | Football
Sling TV | Football
Sling TV was eager to drive sign-ups during football season.
So, we highlighted a range of compelling benefits, discounts & deals around 7-day free trial and a Roku streaming device offer.
^ Drove 49.6% of total clicks
in ad set of 10 creatives
My team and I initially created a range of 24 compelling social ads that address a variety of reasons why prospects should click and sign up for Sling TV during football season. The copy was written to span across the full funnel (unaware prospects versus completely aware) using everything from stories and secrets to key benefits, promotional offers, industry reviews and discounts. It took a strong anti-cable message and cued the TV category in multiple ways.
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RESULTS
72% lower CAC
144% increase in CTR
$.82 CPC (benchmark ~$3)
Since football season is a huge seasonal customer acquisition driver for Sling, we launched a variety of Winback emails to entice formers to come back.
By continuing to use the lookalike model & viewership targeting in email, my team sent two batches of emails targeted to former college football viewers and NFL viewers. We also sent upsell emails to current customers to encourage them to add Sports Extra to get more complete football coverage. By adding the timer, we helped drive increased urgency and drove big results.