DIRECTV
The Challenge
Satellite television was once the only real alternative to cable. However with the technological convergence of programming, telephone and internet, many of DIRECTV's former partners such as Verizon and AT&T turned into direct competitors. As these changes rapidly unfolded, the demand for new ways of identifying and converting prospects became even more of priority.
The Insight
The same technology that was so radically altering the competitive landscape could also be applied in the hunt for new customers. For DIRECTV we relentlessly explored, tested and optimized new communication opportunities as they were introduced. We figured out which ones worked, which ones didn't -- and how to maintain the highest level of efficiencies.
The Results
DIRECTV's online sales soared +118% after our first year in 2006... but first-year results can be misleading. That's what makes the subsequent growth so impressive. Online sales increased by +18%, +15% and +29% during 2007, 2008 and 2009 - with the greatest growth coming during the recession that had people shying away from premium services such as DIRECTV.
Online Display
A/B Headline Testing