How to Find More Happy Subscribers with Lookalike Campaigns

The Power of Intelligent Targeting

In today’s highly competitive OTT market, marketers face challenges ensuring their promotions are presented to the right people. They need to stand out to the correct audience if they have a chance of improving the acquisition rates for a video service.

With over 200 OTT services in North America alone, this can be a daunting, yet critical task. Video services increasingly rely on sophisticated targeting to ensure their message reaches the hearts and minds of the target audience. Utilizing user data to enhance marketing campaigns is critical to marketing success.

Lookalike campaigns are a way to reach new prospects who are likely to be interested in your video service because they are delivered to users with similar traits to existing subscribers. It empowers video services to attract more subscribers who are likely to bring a higher lifetime value (LTV) to the business.

Harness the Power of CHI

Lookalike campaigns built with the Wicket Scorecard leverage a video service’s data sources to target new prospects in interesting ways. Using metrics like the CHI score (Customer Happiness Index) can be a powerful method to reach a new audience with similar traits as your happiest customers. This creates an ideal profile to convert more subscribers that are likely to be long-term customers.

Leverage the Actionable Insights of Subscriber Export

Most marketers already know the importance of harnessing big data to achieve maximum impact. Unfortunately, as stated in our previous post, many feel they lack experience translating data into actionable insights feel their data is still controlled and applied by a select number of specialized, siloed entities within the organization. The Wicket Scorecard addresses both of these issues by aggregating and integrating data providing the ability to export based on highly-contextual scenarios.

The rest of this post explains how to leverage Subscriber Export in the Wicket Scorecard by targeting Lookalike Audiences with Facebook Ads. We also have guides for Google Ads Customer Match and Twitter Business Tailored Audiences.

How to Use Facebook’s Lookalike Audiences to Find More Happy Customers

Facebook Ads provides a powerful feature that lets you advertise to customers who are similar to a list of customers that you provide. This is called Lookalike Audiences. To advertise with Facebook’s Lookalike Audiences, you must create a Custom Audience.

  1. Download a list of your paying customers with a high CHI score
    • Navigate to the Customer Count wicket. Below the wicket is a selection of customer segments. To run a lookalike campaign, you should start with Current Subscribers (fig. 1).
      subscriber download from customer count chart

       

      Fig. 1

      This opens the export dialog which we will use to select your best customers.

    • To select your best customers, you should further filter Current Subscribers (fig. 2)
      • Tenure – choose “6 months.” This selects customers who have subscribed for six months or more. These customers have a high LTV.
      • Last Video View – choose “This month.” You want to select customers who are still currently watching videos on your service.
      • CHI Score – choose “Happy (90-100).” These customers are unlikely to churn and have the highest LTV of your customers.
        Wicket Scorecard export modal

         

        Fig. 2
    • Click the Export button to start the report export. Report progress is shown in our reports sidebar.
      report export queue

       

      Fig. 3
    • Download the report and unzip it. For example, this report is a file named current subscribers _jun 27-sep 27_ 2018_ – 6_ months customers_ happy_ last view this month.csv
  2. Sort and filter to select customers that best match your campaign.
    • Using spreadsheet software, open the CSV file and review the subscriptions contained within.
    • You can further filter the customers to match these lookalikes to the targeting associated with your campaign. For example, if you are going to run a campaign targeting Android users, you may want to filter your subscriber list to those users who have also used Android.
    • The key requirement is that your file should have at least 1000 customers after the filtering.
  3. Format the file
    • Facebook requires a specific format for the customer match file. For privacy reasons, Wicket Labs only provides a hashed email address. Retitle the emailHashSha2 column as email. This column follows Facebook’s best practice and formatting requirement for hashed email addresses.
    • Retitle the totalPayments field as value. This column can be used for LTV-based advertising in Facebook Ads.
    • Remove other columns from the file and save it.
  4. Use the file to create a Custom Audience
    Facebook menu

     

    Fig. 4
    • In the Facebook Ads Manager, you will navigate to Audiences under Assets. (fig. 4) This allows you to create a Custom Audience from your list of hashed emails.
    • Choose to create a new Custom Audience from Customer File. (fig. 5)
      create custom audience

       

      Fig. 5
    • Then, select the type of the customer file as Customer file with lifetime value (LTV). (fig. 6)
      customer file with ltv

       

      Fig. 6
    • After selecting how we are going to create the Custom Audience, we get to the page to upload our file. Make sure to select the correct Original Data Source. For Wicket Labs customers, you collect this data directly from your customers and that option should be selected. (fig. 7)
      Facebook custom audience with LTV

       

      Fig. 7
    • Additionally, choose the ‘upload file’ button and select the file we prepared in the steps above.
    • Facebook will show you a preview of the data mapping. The hashed emails will initially be labeled with “Do Not Upload”. Select Email from the drop-down and it will be validated as SHA2 hashes and turn green for upload. (fig. 8)
      Facebook custom audience data mapping

       

      Fig. 8
    • Click to upload and create the Custom Audience. Once it is uploaded, you should build a Lookalike Audience from that custom audience.
  5. Create a Lookalike Campaign using the Custom Audience list
    • Using Facebook Ads, create a campaign that uses this Custom Audience list. (fig. 9)
      Facebook create lookalike audience

       

      Fig. 9

      Be sure to align the customer segmentation and filters you used to build this customer list to the campaign targeting and messaging.

A Final Note

Finding more happy customers is just one of the many ways to leverage Subscriber Export in the Wicket Scorecard. Stay tuned to our blog over the coming weeks as we give provide “how-tos” for more scenarios facing video services today including acquisition, trial conversion, engagement, retention, and enticing former subscribers to reconnect. To ensure you do not miss a post, subscribe to our newsletter and arm yourself with the knowledge to keep your video service healthy, your subscribers happy, and boost your audience lifetime value.

 

Tags: