Invitation to join the game
Personalized games by country:
Argentina, Mexico, Colombia, Chile
Integrated "subscription" CTA
across experience
Re-targeting for users
who dropped
LIFT STUDY RESULTS
JTBD: “Drive Linear viewership and tune-in”
We run a multi-cell experiment in 4 countries simultaneously: Mexico, Chile, Colombia and Argentina.
As Amazon does not share their data with us, the main metric we used to measure against the JTBD was Reported Action (RA) with a question “Have you started watching El Presidente?”
With only a maximum of 28% of the total budget the cell with the bot campaign drove significant lift against the BAU:
RA
CHILE
1.5PTS
ARGENTINA1.1PTS
MEXICO
1.1PTS
ARGENTINA
0.9PTS
VS 1.1 LATAM/1.1 E&M
600k
People responded that started watching the show
4 OF 4
Countries, the bot strategy had statistical significant results on reported actions
2 OF 4
countries, the cell with the Bot strategy over performed de BAU Strategy.
ADITIONAL RESULTS
In most countries the campaign generated lift in Standard Ad Recall, in some cases well above the LATAM norm and in one case 2.0 PTS above the M&E norm.
Of the 121K+ messages the BOT sent, only 10% went unanswered.
45% of users click on the subscription button inside the bot.
The BOT had an 89.84% of responses, well above the minimum standard of 85% to be considered successful.
KEY LERNING
An immersive experience and ads specially crafts for our platform will perform better than Amazon BAU (trailers)
Also thanks to this project MarSci will push to do significant changes in the way on how to measure Amazon results in the future.