Best Marketing Case Studies & Campaigns

Orbit Showtime Network (OSN) is considered to be one of the most popular direct-broadcast satellite providers, which providing world class television to millions of households and businesses across the Middle East and North Africa (MENA). It owns more than 180 channels and more than 60 high-resolution channels that provide customers with the most popular movies and the latest TV programs, as well as Arabic channels for children, real-life programs and a wide variety of live sports. OSN also have an unparalleled digital content space with OSN On-Demand _a huge library of exclusive and up-to-date content on demand, OSN Play _an instant live broadcast platform to take advantage of services on TV, mobile, Mobile, tablets_, WAVO _a standalone platform_, in addition to the original digital platform “the Native” _a platform developed for independent audio and visual artists to showcase their work.

The company has had a great challenge to push its new online-only subscription package, in addition to encouraging its online sales, this year.

Key Results:

6.3X increase in online sales.

Campaign Creator:

On this front, OSN depended on its digital marketing agency called “Starcom MediaVest Group” that ran out this online campaign on the Facebook platform to reach the company’s objective.

Starcom is the Human Experience Company. A world-renowned media communications agency that has more than 5,000 employees worldwide. It partners with the world’s leading marketers and new establishment brands, including Airbnb, Coca-Cola, Fiat Chrysler Automobiles, Kellogg Company, Kraft Heinz, Samsung, Visa and more. Starcom is part of Publicis Media, one of four solution hubs within Publicis Groupe [Euronext Paris FR0000130577, CAC40], and has offices within Publicis One.

PROBLEM

OSN aimed to push conversions on its web site osn.com and promote a new subscription package in the Gulf countries, including Saudi Arabia, United Arab Emirates, Oman, Bahrain, Qatar, and Jordan. Accordingly, the direct-broadcast satellite provider (OSN) depended on Facebook ads to be heard with a wide audience, as pay TV has broad appeal among different demographics.

SOLUTION

1. First off, OSN created a new subscription package with a competitive price and an easy setup. The offer was only available through its website.
2. Then, the company depended on its media agency “Starcom” that developed a Facebook campaign to reach affluent audiences on mobile on a large scale.
3. Starting with a broad audience, it targeted ads to people with an interest in entertainment, high-end goods, technology, and high-end mobile devices.
4. It also targeted ads to a lookalike audience of its existing customers. Finally, it also retargeted ads to 2 groups of people: website visitors who did not complete their purchase and lapsed customers whom it hoped to win back.
5. Using the Facebook website conversions ad objective, the company encouraged customers to visit its website to sign up for the new deal. Following Facebook’s best practices, the ad creative was customized for a mobile environment and the messaging was presented clearly and immediately.
6. The ads used the bold statement “We added, we simplified, we removed” to pique customer curiosity, and coupled it with relevant and engaging clips from TV shows that brought the offer to life.

RESULT

• OSN successfully used the website conversions ad objective to encourage people to visit its website and significantly boost sales.
• Running from October 31–November 13, 2018, the campaign achieved a 6.3X increase in online sales.