The Challenge
Encourage upgrades of premium television packages such as HBO, SHOWTIME and STARZ to current DIRECTV customers who do not have those packages, via monthly Facebook campaigns.
The Solution
My team worked with Facebook and DIRECTV tech teams to implement pixel-based custom audiences of Facebook users without each premium package (i.e. "Customers without HBO") so as to limit the targetable audience to relevant customers. Campaign creative was developed based on programming priorities, with messaging varying depending on offers and seasonality. 

Three years and 50+ campaigns later, DIRECTV has an established, proven method for direct response premium campaigns on Facebook with each of their partners. Though ROAS is not measurable given client limitations, cost per digital upgrade was measurable and consistently within the desired range.
My Role
As the account lead, my role began with running all kickoff calls with the client(s). I then took the brief and strategically put together a media plan recommendation for each campaign. I delegated and reviewed all ad copy and creative, ad trafficking and reporting to my internal teams. Most importantly, I provided strategic optimizations for each campaign both during and post-campaign completion.
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