A Fast-Growing Television Production Studio Uses Twitter’s Logged-Out User Experience To Drive Video

Ad Costs To An All-Time Low

CASE STUDY

Unified, Inc. © 2016, All Rights Reserved 2

Overview

Long gone are the days where television shows were produced by a handful of studios vying for a set number of broadcast and cable channels that transmit on a single screen. In today’s landscape, not only do 64.0% of Americans have 2-4 connected devices installed in their home¹ to potentially watch on, but they also have more content than ever with more than 400 original programs to choose from—a number that’s doubled in the past 6 years². Narrow the scope to only include new content on streaming services, and original programming has exploded even more, increasing 193.3% from 2014-2015. So how can an emerging TV studio compete? This was the very challenge that marketers at a major, fast-growing television production studio faced as they sought out to gain awareness for the second season of one of their original shows. Working with Unified, the company was able to use Twitter in a new way to meet and exceed their business goals.

¹eMarketer, Number of Connected Devices Installed in Their Home According to US Smart-Home Device Owners, Nov 2015

²New York Times (www.nytimes.com), How Many Scripted TV Shows in 2015? A Precise Number, and a Record

Unified, Inc. © 2016, All Rights Reserved 3

Approach

ROCK OUT WITH THE LOGGED-OUT

In order for this campaign to be successful, The Studio sought to generate as much awareness as possible by leveraging video that featured key scenes from one of their shows. The show itself, which is a music-themed dramedy (i.e. a comedic drama) filled with tales of money, romance and the pursuit of success had plenty of interesting content to choose from. However with all of the competing content, marketers needed to not only leverage social in their overall marketing strategy, but rethink their targeting in order to create new advocates for their show. To reach their business goals, The Studio worked with Unified to craft a 4 part strategy:

HYPER-PRECISE PROMOTION While many campaigns create targeting that includes a diverse collection of group components that include demographics, keywords and devices, The Studio decided to zero in on only one gender and age range. Any keywords included were also severely restricted to current events and interests, even going as far as excluding those that may appeal to the group but were released years ago such as the Titanic movie. Since marketers knew their core audience, this allowed them to intrinsically go for users that would be most likely to engage.

REELING IN THE LOGGED-OUT By using Twitter’s brand new logged-out user experience option, The Studio was able to continue to target this specific audience regardless of whether or not they were logged into the platform. This would include activity such as users who click on Tweets via Google Search as well as visit a logged-out profile page. Essentially, The Studio is able to expand it’s targeting pool without sacrificing their focus.

MULTI-CHANNEL AMPLIFICATION The Studio was able to use Twitter to strengthen their other channels which included various media and PR exposure to create a synergy. This was primarily done by leveraging second screen messaging and a diversified distribution strategy across channels for their video content.

Unified, Inc. © 2016, All Rights Reserved 4

Results

By leveraging this strategy, The Studio was able to produce the following results:

$0.14Cost Per Engagement

73.6%Decrease In CPE Compared To Not Using Twitter Logged-Out Experience

Unified, Inc. © 2016, All Rights Reserved 5

Conclusion

Although there’s more digital content available for users to engage with than ever before, if brands have the right mix of targeting, format and inter-channel amplification, they can not only successfully reach their desired audience but inspire engagement as well. In this case, The Studio used a combination of Twitter’s new logged-out user feature with hyper-targeting and second screen viewing to boost mass awareness and engagement at a much lower cost.

Unified, Inc. © 2016, All Rights Reserved

About

Unified delivers technology and services to connect marketing data sets and optimize investments across the customer journey. Unified’s software empowers Fortune 500 companies and agencies to drive marketing success in the context of their business goals. The Unified platform transforms fragmented marketing data into actionable intelligence and real-time activation. Unified has offices in New York City, San Francisco, Los Angeles, and Chicago. For more information visit www.Unified.com.

CONTACT US

sales@unified.com

SIGN UP FOR A LIVE DEMO

www.unified.com