As ESPN Player broadcasts a variety of live sports, audiences tend to behave in a seasonal pattern. Many fans subscribe before their preferred sports season begins – but unsubscribe once it ends.
This is a consistent trend across the subscriptions, live rights and OTT landscape, given that major sports leagues have a fixed start and end date. That means there is a short window when the platform is most valuable for specific fans.
Our search and programmatic campaigns therefore need to be highly targeted to each sports season and fan depending on the time of year.
To solve this, we employed advanced planning and strategy development, alongside our own proprietary data, to create the perfect platform for campaign expansion and growth for ESPN Player.
We used a data-led approach to pivot and plan campaigns based on current sports seasons, promoting content that would actively drive engagement for our target audience. This strategy ensured that ESPN Player would capitalise on relevance and demonstrate immediate value to prospects.
Our Creative Studio developed customised assets for each sports season, which helped ensure campaigns were optimised. The work included assets for individual high-profile games, which were promoted alongside key search terms immediately before the events took place.
During periods without premium live rights, we implemented a strategy to promote the depth of archive content on the platform – attracting new subscribers and mitigating churn.