Globoplay increases conversion rates by 175%
Overview
Globoplay is a Brazilian subscription video-on-demand streaming service with over 20 million registered users making it the most used national streaming service in Brazil.
With some of the most popular exclusive and licensed content available, Globoplay still strives to reach higher levels of customer engagement to increase platform usage and loyalty.
By adding Blings MP5 video to their annual and monthly usage statements, Globo achieved extremely high video viewer and completion rates which directly impacted their top line engagement numbers.
Campaign
Blings worked with Globo’s innovation and marketing team to create a campaign that included personalized yearly summary videos for each individual Globo subscriber. Each user would receive a QR code that took them to a landing page, displaying an end-of-year summary of the content they had watched that year. A button at the end of the video included one of two options: one for those already registered to return to the platform to watch more recommended content, and the other to sign up for those customers who had been watching free content but had not yet registered for the paid streaming program.
The flexibility and usability of the Blings MP5 platform enabled Globo to create multiple versions of the video through a single template with unlimited scale. After seeing the success of the annual “Retrospectiva” wrap-up campaign, Globo decided to create a monthly version and adopt the Blings technology to create the videos themselves. The campaign was sent out via email and push notification and included the following dynamic parameters
- User’s name
- Subscription term
- Most watched content
- Favorite genre
- Recommended content
- Total hours on GloboPlay app
- Dynamic buttons based on subscription type
Results
Globo’s yearly campaign had the following results:
The increased engagement rate the monthly campaign produced can be attributed to the enriched dynamic content that was included. Additionally, the dispatch of the video through email and push notification resulted in increased views, proving to be a much more effective way to yield user engagement.