Helping a global streaming platform launch in Australia/NZ
Founded by Dreamworks’ Jeffrey Katzenberg and former eBay CEO Meg Whitman, Quibi launched in North America and Canada in April 2020 as the first premium entertainment platform designed for mobile.
After an organic uptake of the app in Australia and New Zealand, the Los Angeles-based startup needed a bespoke, local approach to socials.
They needed an Australian-based agency to help launch them into the market, naturally integrate Quibi into ANZ culture, manage accounts day-to-day, market new shows and titles with mini campaigns, offer digital support, and create content. Australia and New Zealand would also be a test market for an ad-supported offering, with any insights shared back to the global team.
For launch, we leveraged ANZ ambassador channels to increase app awareness and grow Quibi from the ground up.
We worked with rapper Briggs, drag performer Karen From Finance, dog influencer Tofu Chan, beauty influencer Amelia Singson, and comedians Harley Breen and Aaron Gocs on assets that explained the app’s functionality and promoted shows that would resonate with their respective audiences.
The ambassador strategy worked, seeing an average of 6% follower growth within 24 hours of their post going live.
Our always-on strategy involved:
- The creation and fast turnaround of bespoke localised memes that plugged Quibi into daily ANZ conversations.
- Interactive assets such as ‘choose your own adventure’-style Instagram stories that spotlighted moments from shows.
- Created an Instagram filter in-house that showcased the type of shows on Quibi. The filter 5.5k impressions, 510 captures, 105 shares
- Development of serialised content buckets for title marketing, repurposing moments from shows
- A content sharing toolkit for top tier talent such as Joe Jonas and Kevin Hart. Posts on talent channels led to 10% follower growth within 24 hours of talent post.
- Creating custom merch to drive followers. Our first run of limited-edition merch grew our channels by 470 new followers (330 in one day), with 173 comments, 142 likes and overall positive sentiment from Quibi fans in ANZ.
Unfortunately, the Quibi board made the difficult decision to cease operations in October 2020, but our efforts helped Quibi surpass its ANZ growth targets month on month. Registrations grew from 19k to 220k in three months at a quicker rate than its US counterpart.
4,581 social followers in three months.
6.5% follower growth week on week
11.6% growth in awareness week on week
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