Leveraging Multi-Channel: Subscription Growth Strategy
As Associate Director, Audience Growth & Engagement at Optus, my challenge was to drive awareness and retention to SubHub, their new innovative subscription management platform.
I led a team to produce engaging content and increase subscriptions by developing a comprehensive content strategy, curating dynamic campaigns, driving content amplification, managing budgets, analysing performance metrics, and fostering collaboration with internal and external stakeholders, including agencies and influencers.
In collaboration with key partners like Amazon, Netflix, Binge, I conceived and executed diverse campaigns across sport, gaming, lifestyle, and reality TV on the Optus app, reaching a user base of 4.7 million. I achieved a $0.07 cost per click (CPC) through targeted paid marketing efforts and a substantial year-over-year increase of 92% in active users.
Weekly content plan.
Delivering a multi-faceted content plan with engaging videos, eye-catching promotional assets, insightful editorials, custom illustrations, and strategically curated content.
Sport campaign.
Showcasing SubHub platform features with influencers Claudio Fabiano and Kat Haddad, while leveraging content from NBA League Pass, Binge, Paramount+ and Netflix partnerships.
The campaign included engaging social assets and in-depth sports articles on the SubHub platform.
Reality TV campaign.
Leveraging the Hayu Vanderpump Rules launch to build a thematic campaign featuring expert content creator Justin Hill, TikToker Jeremy Franco, and an editorial series.
Wellness campaign.
Highlighting SubHub features and wellness assets from partners Netflix, Sweat, Masterclass, and Amazon, featuring Influencer & Digital Creator Lavender Baj.
The campaign included engaging social assets and in-depth articles on the SubHub platform.
Partners events activation.
Leveraging Amazon Prime, Binge, Paramount+ Launch events with The Wiggles, The Inspired Unemployed, Real Housewives of Sydney and many more.