CASE STUDY: Lead Generation - Netflix
Provided by Convertr Media
Convertr technology was at the heart of this campaign to sign up and retain new customers for Netflix.
What was the Challenge / Background of the Campaign?
Netflix sought new customers to sign up to their movie-streaming service after launching in the UK.
What was the Campaign Objective?
The overall objective of the campaign was to gain initial interest from prospective customers and then cement a subscription through ongoing engagement and incentivisation. Convertr's objective was to deliver prospective leads and subscriptions.
What was the Solution?
Convertr deployed their proprietary lead-gen technology to deliver a campaign of incentives and engagement that encouraged users to sales conversion.
Prospects were offered an exclusive offer to sign a free trial of Netflix. Convertr's technology then tracked the user as they streamed content; at the 5-hour streaming milestone users were sent a further reward voucher (generated and tracked by Convertr's platform) and once more at the time of full subscription.
Convertr's platform tracked all activity in real time with transparent attribution and full CRM integration.
What were the Results?
11,500 new subscriptions to the Netflix UK service.
What were the Key Learnings of this Campaign?
Convertr's tracking enabled Netflix to have visibility of each user from signup through the sales funnel to drop-out or subscription. Furthermore, incentive redemption rates were also tracked, giving valuable insight into user-behaviour post-reward. Netflix gained a better understanding of the challenges of the journey from free-trial to subscription.