The Brief
Client: YOTV Channels, a prominent Ugandan streaming service, aimed to inform its subscribers about a significant app redesign and the introduction of a pay-as-you-go feature, accompanied by a price adjustment. The challenge was to effectively communicate these changes, emphasizing enhanced value while ensuring subscriber retention and acceptance of the new pricing structure.
The Solution
Fledge Media devised the “Bigger & Better” campaign to spotlight the app’s enriched offerings and justify the price revision. Key components included:
Press Conference: Organized a high-profile event to unveil the app’s new features and pricing, securing coverage from major media outlets.
Influencer Engagement: Collaborated with 18 influencers to amplify the campaign’s reach, leveraging their platforms to share positive experiences with the updated app.
Blogger Outreach: Secured features in 10 prominent blogs to provide in-depth analyses of the app’s enhancements and the benefits of the new pricing model.
The Results
The campaign achieved remarkable results:
Audience Reach: Engaged approximately 5 million individuals through combined media efforts.
Subscriber Conversion: Achieved a 70% adoption rate of the new pricing among existing subscribers, indicating effective communication of the app’s added value.
Revenue Growth: Generated over UGX 150,000,000 in subscription revenue from 300,000 active subscribers.
Conclusion: Fledge Media’s strategic execution of the “Bigger & Better” campaign successfully navigated the challenge of communicating significant app updates and pricing changes. By emphasizing the enhanced value proposition and leveraging a multi-channel communication strategy, the campaign not only retained a substantial portion of YOTV Channels’ subscriber base but also contributed to significant revenue growth.