Experience NFL Game Pass
PERSONAS: DRIVING ENGAGEMENT THROUGH CONSUMPTION
Through ‘Personas’ – a data segmentation of the GPI subscriber base to drive messaging that increased engagement and content consumption on the platform – Two Circles looked to support the NFL in its objective to drive greater fan engagement outside its North American heartlands.
This involved combining user-level content consumption data, on-site analytics, transactional and retention history and customer demographics, and represented a step-change for how fan behaviour is used to drive engagement on a D2C streaming platform.
Use Personas to create personalised, multi-channel campaigns and messaging that increased the:
Seven distinct Persona groups, each with a unique set of consumption habits and characteristics, were used to develop personalised multi-channel, season-long engagement campaigns, with content aimed at increasing consumption and avidity.
Each subscriber was sent these campaigns across all owned channels. Campaigns were delivered in native language (English, Spanish, German, French, Japanese, Portuguese), using creatives from a subscriber’s favourite team (choice of 32).
There are 192 language-favourite team combinations, which when added to the seven Personas, meant there were 1,344 unique fan experiences.
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