SuperTV Launch Campaign

Summary

SuperTV is a unique subscription-based app that allows users to stream high-quality content without using a data bundle. We created a launch campaign to help the brand penetrate the market amidst negative PR. 

We achieved a total of 20,000 registrations for the app launch event which was 65% above the planned benchmark and had 8,000 people attend the launch online (Approximately 35% above the KPI set). We’ve also achieved incremental lift on the brand’s presence across major social media platforms and positive sentiment increased by over 50% through our social listening evaluation of the brand.

Our Roles

  • Digital Product Strategy
  • Social Media Strategy & Management
  • Content Design & Development
  • Paid Media

Challenges

In Nigeria, SuperTV was to launch in the year 2019 but this was delayed due to the death of their CEO in a circumstantial moment that was not palatable for the Brand. The news around the Brand only revolved around the negative press. Hence our task was to launch the Brand highlighting the unique offering of Movie streaming with Zero Data while managing Brand Sentiment at the time to deliver on Brand Awareness, engagement and adoption

Solution

We engaged Twitter influencers to drive conversation around #ZERODATA and tailor the conversation around movie streaming without data. So we asked the question, “What can you do with #ZERODATA?” and we got audience respond in a generic manner on what they can do with Zero data. We ensured that this conversation was unbranded to make it more organic and for us to evade the negative sentiment around the Brand. With this approach, we raised curiosity around this conversation and also got users to register for the brand launch. Based on conversations generated through social media, we unveiled the brand expanding on our social media effort while extending the conversation to Radio, OOH and other digital platforms such as Instagram, Facebook, and across major blogs to generate more engagement with consistency in our messaging to deliver increased awareness, engagement and ultimately conversion.