The Situation
Analyzing a Unique Opportunity
A leading subscription-video-on-demand (SVOD) service has a critically acclaimed comedy hit on its roster. Coincidentally, the lead actress from that program is also in a new movie on the same service, and the marketing team wanted to promote it by connecting with the actress's passionate fan base.
The Challenge
But Who Would Be Interested?
While the team knows a lot about the subscribers who watched their comedy, the new movie starring the same lead actress is quite a departure from the tone and theme of the original show. They needed to figure out which of her fans would be willing to follow her to something new and different.
The Solution
Digging Into the Data
Using TelmarHelixa’s Discover solution, the marketing team compared the actress’s fanbase to the show’s audience. To better understand the differences, they built a search that isolated each group – fans of the actress vs. fans of the show – and filtered out overlapping fans.
The marketing team could then better understand fans of just the actress and fans of just the show, each on their own terms. This approach also helped emphasize similarities and differences between the two segments. Unlike fans of the show, the actress’s dedicated fans indexed high in the “nerds” and “design lover” lifestyles.
Source: TelmarHelixa Discover’s Interest and Affinity Graph
Affinity: Helixa proprietary statistical calculation that measures the level engagement of the target audience as it relates to a given base population. Affinity score is based on a 1.00x index scale, which represents the average consumer as it relates to the base population.
TelmarHelixa’s exclusive data fusion with MRI-Simmons uncovered that 67% of the actress’s audience had attended a movie in theaters during the previous six months. This was a great starting point for the SVOD's next revealing analysis in Discover on how to get these fans to the theater.