01
Background
After two years successfully partnering with Fluent to drive new subscribers using 7-day free trials and other attractive offers, a leading streaming service’s business goals shifted from growth to profit. Customer lifetime value (LTV) replaced app downloads and Day 8 subscriptions as the primary key performance indicator. Put another way, the goal was not only focused on finding new customers; it was about keeping them too.
02
Objective
Fluent was tasked with developing a privacy-focused method for reaching an audience of consumers with a high likelihood of committing to a straight-to-paid monthly subscription offer. To effectively achieve this, both companies had to share the customer insights needed to bake efficiencies into a new performance marketing campaign.
03
Solution
Fluent turned to data collaboration platform, LiveRamp, to facilitate the exchange of data insights while maintaining the highest standards of consumer privacy. Using LiveRamp’s technology enabled the client to identify their existing high-value consumers & churned subscriber profiles and unlock a more accurate and connected view of customers across channels.
With consumer privacy secured, Fluent applied its proprietary Dynamic ROAS Optimization (DRO) tool to ingest data in real time and establish matchpoints with Fluent’s audience data, mirroring the optimization practices of the major platforms and walled gardens.
Next, Fluent took three critical steps: 1) Generated a suppression list that would dramatically cut down wasted ad impressions and clicks; 2) Created a lookalike audience modeled on the most valuable subscribers; and 3) Recaptured previously churned members using alternate messaging or marketing approaches.
04
Results
These optimized campaigns significantly improved efficiency, increased reach to audiences most likely to convert, and right-priced each consumer based on their alignment with the most valuable consumer profile. Click-through rate (CTR), conversion rate, and new member sign-ups soared compared to the previous 7-day free trial offer run with Fluent.
