Case Study:
PeopleTV
Audience-Led Activation at Scale for a New OTT Launch
Project overview
PeopleTV, a OTT network built on the People brand, set out to launch efficiently and at scale while identifying what content would resonate most with both existing and untapped audiences.
Strategy
- Micro-Burst Testing: Executed 2,759 creative iterations across 1,040 audience segments and 260 behavioral traits to evaluate content performance at scale. - Content Insights: Identified that cast reunion shows, like Who's The Boss Reunion, were 60% more engaging than red carpet content. - Performance Scaling: Exceeded user acquisition goals by 45% and increased engagement by 27% within four months.
Increase in User Acquisition (Above Goal)
Increase in User Engagement
Creative Iterations Tested
Audience Segments Activated
More Engaging: Reunion vs. Red Carpet Content
