Intro
In June of 2022, it was announced that Disney + was coming to Greece and bringing with it over 800 movies, 450 series and a collection of exclusive content.
Enter Vodafone TV.
Vodafone Greece and The Walt Disney Company Greece joined forces and turned Vodafone TV into the ultimate entertainment destination for the whole family!
VFTV became the only service in the country where all Disney + content could be found exclusively with HBO content.
Challenge
We set out to make the most of fan hype & interest in order to increase the usage of already existing VFTV subscribers, and to bring new subscribers to the platform. Specifically, we wanted to emphasize the content discovery capabilities of the platform, enhance brand awareness and consideration of the service.
The insight that guided our campaign: I want to be the first to see what is hot & trendy in TV & film, and I want it all gathered in one place!
Solution
Give me the remote!
Making use of the power and potential of influencers, we gave VFTV access to 5 popular and creative influencers who had a total combined audience of half a million followers. Their task was to talk freely about the single downside of having HBO & Disney Content+ together in one place.
The only possible downside of having all this amazing content in one place is… the “fight” over the TV remote and who will get to choose what to watch!!
The campaign was first launched based on the above concept, on Instagram with 2 larger scale influencers. A 2nd Tik Tok burst followed with a freer script/ layout in order to fit the medium.
Results
- +155% increase in YoY Traffic
- Increase of Conversions by 345%
- Increase of Conversion rate by 22%
- Improve CTR +89% YoY
- 35% increase in Subscriber base
Social Media Awards 2023
GOLD: Best in Telco & Tech
GOLD: Best Use of Reels
GOLD: Best in Telco
BRONZE: Best Use of Branded Content for Creators
