Tata Sky - Case Study | Insights | Sokrati

Sokrati for Tata Sky – A Google Success Story

Goal
The Goal

One of the earliest entrants in the Indian Direct-To-Home (DTH) market, Tata Sky is India’s leading content distribution platform providing Pay TV and OTT services. With the growing competition in this market and the projected sector growth, Tata Sky aimed to achieve 3 main objectives from its digital campaigns:

  • New User Acquisition
  • Engagement via App Install
  • Drive Online Recharges
Approach
The Approach
Sokrati identified a unique 360-degree strategy to nurture a user from a prospect to a loyal user. Campaigns were targeted to address each stage of user’s journey – Intent, Registration, Box connection, App Install, and Recharges.

Touchpoints Used – Key user touchpoints were identified for attaining client goals:

  • Search engine marketing- Identifying the user intent for user acquisition and recharge
  • Tata Sky App – For engaging existing subscribers
  • Display marketing – Identifying the best in market and affinity personas, and retargeting the
    past buyers/visitor. This also involved retargeting existing subscribers when the user is likely to be due for recharge basis his/her last recharge date.
Solution
The Solution

A. New User Acquisition

Problem
Driving large volume of leads while increasing the quality of leads as

  • Activation ratio of leads was low
  • Large fraction of leads were getting dropped without converting owing to the time gap between lead filling and lead nurturing.

Solution
Campaign structure was redesigned from Lead Generation to E-commerce driven strategy. This resulted in shrinking the end-conversion cycle by 15 days, further assisting the user in better product selection thus improving lead quality.

Persona Mapping
Chuknu, Sokrati’s inhouse pixel system was used to study the user behavior at site-level. User journey was mapped against targeted audience buckets and dropped at each funnel stage. This helped us in identifying the performing audience buckets and aggressively targeting them.

Behavioral Targeting
The data drawn from Chuknu helped us in identifying the best payment method . This insight was used to tailor the landing page content, which later helped us in driving better conversions and in turn achieving our marketing goals.

A/B Testing
Multiple A/B tests were carried out on landing pages and ad communications to capture the user intent before and after their visit on the site. With help of this data, a hybrid landing page was curated which gave user flexibility of choosing amongst funnel steps. This further helped in improving the conversion rate from the landing page.

Tailor-made ads
With the help of in-house team top performing keyword theme buckets were identified. With help of Sokrati’s Campaign Structuring tool, campaigns were restructured to appeal to the most relevant audience with customised ad communication. Tightly themed campaigns helped improving quality scores and CTR’s.

Results

  • Sales Funnel Reduced
  • Direct & Organic sales started contributing to almost 30-40% of sales
  • Cost per acquisition reduced by almost 60%
  • Lead to conversion ratio improved by 230%
  • Quality of leads improved by 136%

B. App Downloads

Problem
Tata Sky Mobile app is an entertainment app that gives users access to live television, shows, on-demand movies and videos on-the-go. To help engagement and increasing retention in longer run, Tata Sky app provided a seamless experience across devices to all Tata Sky subscribers.

Sokrati aimed at getting Quality downloads for Tata Sky app at minimal possible cost amongst the subscriber base.

Solution
Content-driven downloads: Keyword targeting on upcoming movies and popular TV shows
Theme Analysis: Using search term theme analysis, high converting keyword themes were identified and maximum bids were placed on these themes.The objective was to capture subscriber base who are reality. TVshow enthusiasts and daily soap lovers and intends to consume such content on mobile device.

Frequent Optimisations
Regular ad refreshments and A/B testing on Ad Copies. Analysing day of the week or hour of the day seasonality, high traffic time pockets were identified and focused upon to drive maximum install volumes.

Result
From April to November, the number of downloadsgrewraised 3X with 50% drop in Cost per download. After the exercise they had more than 10Mn downloads on Google Play Store alone.

C. Recharge Volume

Problem
Tata Sky endeavours to make entertainment always available, and in doing so, facilitating quick easy recharge is a key priority. To make recharge convenient, always available, across customer touchpoints, online recharge was being promoted.

  • Boost Recharge Volume
  • Increase Revenues from recharges

Solution
Remarketing: High performing remarketing lists were focused upon to drive maximum recharge volumes at minimum cost. User buckets were created basis last recharge and date of purchase. This was used to were target them again in the same timeframe for future recharges. Multiple targeted campaigns were designed with customised ad copies for each of the remarketing buckets

Real-time Bid Optimisers: Using Sokrati’s real-time bid optimisers, Keyword Bids were constantly supervised to capture top ad slots ensuring better visibility amongst the competitors.

Result: 14% increase in Daily Recharge Volume and 20% increase in recharge value.

Frequent Optimisations
Regular ad refreshments and A/B testing on Ad Copies. Analysing day of the week or hour of the day seasonality, high traffic time pockets were identified and focused upon to drive maximum install volumes.

Result
From April to November, the number of downloadsgrewraised 3X with 50% drop in Cost per download. After the exercise they had more than 10Mn downloads on Google Play Store alone.

Key Wins
Key Wins
Following results were achieved over a period of 6 months

3X

New Connections

2.8X

App Downloads
Cost per Download – 200% Improvement

14%

Increase in Daily Recharge Volume and 20% increase in Recharge Revenue

testimonial
Testimonial

Sokrati has worked with us on our business objectives, to build & deliver on an annual strategy. The team has partnered well with Google to deliver impactful performance campaigns across demand generation, application installs and recharge. The ownership of goals, execution excellence, ability to experiment and passion of team members have been fundamental to the results achieved.

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