2014 Gold Best Use of Data in a Multi-Channel Environment
18 May 2015
'Channel 4 Viewer Relationship Strategy'
Client Channel 4
How did the campaign make a difference? Channel 4 has embraced the power of data to truly put the viewer at the heart of their organisation. Their CRM strategy combines registration information from 11 million viewers with their individual viewing behaviour to create a valuable asset used across the organisation.
Rich viewer data, analysis, research and insight is now fed into a true multi-channel approach to provide a personalised Channel 4 experience across every touchpoint.
The programme has developed a more meaningful relationship with registered viewers by getting them closer to the programmes they love – and seen the channel’s registered base grow from six million to over 11 million. Increased personalisation has doubled engagement rates, advertising revenues have increased and total VoD revenues exceeded £7million.
Strategy Channel 4 built two viewer segmentations to allow it to provide more personal, relevant interactions. A ‘Recency, Frequency, Value’ segmentation helped understand viewer engagement levels and loyalty, whilst a ‘Fan’ segmentation enriched this by scoring viewers on how much they like each programme, genre and channel.
Research from the Core4 user panel and 300 Tribes Community of 16-24 year olds showed that content was king. An experience was developed to take them beyond their favourite shows using exclusive content, premieres, real-time reminders, downloads, recommendations and a rewards programme to incentivise viewer activity.
This provided the perfect platform to take relevancy to a whole new level. Acting as a personal companion, Channel 4 guided and engaged each viewer across the lifecycle, using the content they loved on their preferred platforms.
Creativity As well as focusing on viewer segmentation, the channel built a content algorithm that introduced an element of surprise: basing recommendations on what a viewer already likes whilst also nudging them to try something new.
Communications were overhauled to deliver a personalised journey for every viewer across all Channel 4 platforms, with a contextual Welcome programme based on first actions and dynamic ‘Weekly Pick’ emails using known likes, behaviour and viewing devices. Real-time campaigns reacted to incomplete VoD views whilst on-site personalisation targeted trailers for new and returning shows driven by behaviour and ‘people like you’. Viewers were targeted through Facebook Audiences while a ground breaking Twitter service captured, stored and segmented both direct and indirect interactions, giving a social base of over 500,000 to further broaden reach.
Results The most important achievement is that ‘Viewer’ now has a seat at the top-table of major decisions at Channel 4, driven by unprecedented growth across our key metrics. Half of all 16-34 year olds in the UK are now registered – a core target demographic for Channel 4 and its advertisers. Opt-in rates doubled to two million, driven by a viewer data promise and genuine viewer benefits. Enhanced email personalisation delivered 25- 50% better open rates and twice the click-through. ‘Watch Next’ VoD conversion rates rose 60% through personalisation, whilst rewards activity increased the likelihood of further VoD viewing by 80%. The programme doubled the fan database target of 250k. Over 50% of those contacted responded or retweeted, sharing interactions with a wider audience of over 2m. Channel 4’s active viewer base rose from 2.5m to almost 5m and enabled them to roll out a new advertising product.
Team Steve Forde - Head of Viewer Relationship Marketing, Phoebe Cohen - Viewer Relationship Marketing Manager, Natasha Bedford - VRM Research and Partnerships Manager, Sharon Last - Managing Director, Nick Baker - Head of Communications Planning, Anna Laird - Planner, Sara Wilson - Account Director, Chet Chauhan - Senior Data Planner, Jamie Bell - Creative Partner, Steve Orpin - Data Manager
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