Targeting Audiences with Unique Tactics

TV streaming service Philo wanted to grow brand awareness and drive new customer sign ups by appealing to college students—a cohort Philo anticipated would be a primary audience, given its low-cost, contract-free offering. But when Philo partnered with BEN for an influencer marketing campaign, BEN used its data-driven approach to test multiple verticals and confirm this theory. The surprising findings? The most interest in Philo—and the greatest opportunity for conversions—was actually coming from families, African American moms, and LGBTQ+ viewers. 
BEN worked with Philo to change tactics and capitalize on the opportunity to reach these viewers who, though not the expected audience, were engaging at higher rates. Using a combination of AI, custom view per conversion (VPC) models, and human expertise, BEN was able to pinpoint what was driving engagement with these audiences and build different awareness campaigns that were tailor-made for success. 
Many audiences saw better engagement from creators who highlighted specific shows that stream on Philo, rather than from promoting the streaming service itself. So BEN sourced actors like Rick Fox and Holly Peete to promote their own shows that stream on Philo, as well as a number of drag queen creators to promote RuPaul’s Drag Race. Interior design creators such as chrislvoesjulia, tarathueson, and ourfauxfarmhouse were able to successfully showcase the aesthetic impact of having a cord-free TV experience. And diverse vloggers like Ken and Derra, Prince Family, Bramty, and Bloveslife highlighted Philo’s affordability.
By finding unique ways to target engaged audiences, campaign click-through rates improved by 172%, reducing the number of views it took for Philo to see subscription sign ups—ultimately boosting conversion efficiency by nearly 10x.