BBC Select
BBC Select is the BBC's premium documentary streaming service and the fastest growing in the United States, now ranked third in the category. Although the content was exciting, the branding and marketing didn't reflect that, leading consumers to question if this was a service worth paying for. To solve this, a full reconfiguration of the operational process was needed, along with a new creative strategy, overhauling marketing materials to better position the service in a competitive and rapidly evolving streaming landscape.
The results were immediate. 20% year-over-year subscriber growth and a 20% year-over-year reduction in cost per acquisition, a rare combination that reflects how strong creative drives revenue, growth, and efficiencies and that content is brand.