Brief Explanation

In May 2015, iflix aimed to launch Southeast Asia’s leading Internet TV service and become the Netflix of Asia – the goal was to successfully launch the brand 100% programmatically. They had no first party data and no brand awareness. The agency was engaged to take a digital content led approach to gather and activate data and launch the brand across Malaysia and the Philippines. The unique insights were: - Knowing and reaching high interest entertainment consumers based on digital content sharing would be critical. - Digital entertainment content is highly viral (#3 segment globally).

Results and Effectiveness

The business outcomes for iflix were outstanding: • 52% of all customers acquired by iflix engaged with the agency's Po.st sharing software = effectiveness at scale. • Reached a qualified audience of 28M+ uniques p/month (Cost per qualified unique $0.002). • 89% of conversions from first site visit after engaging with the agency's paid media = qualified prospects/minimal wastage. • 66% of conversions occurred across devices - otherwise invisible to iflix = improved cross device targeting. • the agency's Po.st sharing software gathered a qualified and addressable audience of 983,601 consumers from iflix owned & earned assets. • The agency reduced iflix’s eCPA by 8 times in first 2 months.

Creative Execution

The agency offers the market’s only end-to-end solution with the ability to capture, harness and act on digital content sharing in real time. Our Po.st® Sharing widget and URL Shortener and globally patented Sharegraph™ connects the dots between real-time interest, intent data and paid media effectiveness. We collected first party data for iflix on their owned and partner Web and social assets. To add scale we leveraged our proprietary Po.st sharing data gathered from our publisher network across SEA and globally. Our omni-channel demand-side platform then allowed us to find/target/convert iflix customers wherever they were across the open Web and mobile.

Insights, Strategy and the Idea

The target audience was entertainment lovers who had no relationship with the brand. We built custom real-time segments targeting passionate consumers that were sharing digital content about local and global: TV shows, videos, celebrities, movies and actors. We knew entertainment lovers shared high volumes of digital content with each other but, we also knew a lot of sharing was occurring outside of public social networks such as Facebook. Our segments captured sharing across all social networks and “dark social” channels. “Dark social” is sharing information with intimate social networks through email and IM, rather than posting on public social networks.