DIRECTV STREAM brings the best of LIVE and On Demand together through a mashup of live sports (MLB) and entertainment (Ghostbusters). We showcased why the product is so great in a fictional world where GOAT MLB players are turning into Ghostbusters - playing MLB within the iconic movie universe and codes.
The business goal of the campaign was to generate brand awareness for the DIRECTV STREAM product as offering the “Best of Live and On-Demand”. As well as driving sales through social video vignettes and banners based around product RTBs. Target audiences included everyone 25 years or older.
We needed to find hyper-relevant and contextual stories to meet people where they were. Data gathering and audience targeting were crucial to how we honed in on the right person at the right moment. In addition to being core components of the MarTech system we've built for our DIRECTV work. Using the right audience signals, connected technologies, and fandoms, we reached a massive audience in a way that was tailored to both individuals and touchpoints.
Culture also played a big role in our strategy. Sports, popular films, comic book worlds, superheroes—this work dug deep into the heart of the entertainment zeitgeist. But we also wanted to bring the popular film (when the new sequel is now in theatres) authenticity and deep cultural influence to the forefront—in particular, across generation . Not only did it influence our creative choices and focus, but we also worked and applied the concept across social platforms (and addressed younger generations)
The work delivered above and beyond our client KPIs baselines for creative quality and audiences were watching the digital content for longer and engaging at the highest rates of the year. Not only were people engaged with the content a whopping 2x longer than the other videos in market, but they also went to directv.com, a key conversion metric in consideration goals: Site visits increased by 30% and brand search demand lifted by 23% WoW, the highest organic brand search for DTV for 2022. We also saw a 43% increase in Social Engagement, also the highest for DTV in 2022.
Treating CTRs like RBIs, we broke through by meeting and engaging with audiences where they were—backed by platform and data-driven insights.
All in a day’s work for the GOATbusters.