Disney+ Hotstar drives subscriptions with moment marketing, boosting engagement by 3x

CASE STUDY

"DeltaX's real-time triggers helped us target users at the right moment during IPL matches. Their advanced measurement solution was essential in delivering insights into the performance of our campaigns. DeltaX Studio's master template helped us launch over 20,000 video ads on Facebook and Instagram, and their platform's automation features made it easy for us to manage our campaigns on autopilot."

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Challenge

Disney+ Hotstar was the official streaming partner for VIVO IPL 2020, with a goal of driving platform subscriptions via multilingual moments-based marketing on Facebook across 60 matches. They needed to target users in real-time based on dynamic events like player performance, team innings scores, and more.

Solution

Disney+ Hotstar partnered with DeltaX, to create a sense of excitement and urgency based on real-time triggers during IPL matches. We created a master template for real-time video ads, which were targeted to users based on dynamic events like player performance, team innings scores, etc. The DeltaX Studio launched over 20,000 video ads on Facebook and Instagram on various placements like Feed and Stories.

Results

Disney+ Hotstar saw the engagement rate for the moment marketing ads go up by 3x compared to the other non-match hour campaigns. The Cost Per Subscription for the first half of the match was 30% higher than non-match hour campaigns. DeltaX Studio was able to monitor over 380,000 triggers and launch over 20,000 video ads on Facebook and Instagram during the entire IPL season. The moment marketing campaign successfully drove subscriptions, with Disney+ Hotstar achieving its goal of driving platform subscriptions via multilingual moments-based marketing.