Bloody Good

The marketing plan identified campaign goals to make SHOWTIME a destination for premium horror content, by driving viewership of thematically relevant programming, and subscribers to the Paramount+ bundle.
  

A strategic prioritization of IP combined new series, films, and library titles to showcase in the campaign and mitigate churn. Rationale relied on performance metrics such as monthly connects as well as tent poles with synergistic storylines and premiere windows.
  

As the home of provocative stories that draw you in and challenge your expectations, SHOWTIME is known for programming that’s Bloody Good. All October long, we aimed to satisfy viewers’ thirst for dark films and series plumbing the depths of what it means to be afraid.
  

With the Bloody Good concept we developed a creative wrapper and toolkit to unify visuals for all tactics. To reach our audience online we targeted channels for reach, credibility, and presence. KPIs aimed to boost OTT signups, free trial conversion, and viewership as compared to the year prior. Forecasts for the Halloween campaign projected 145-180K horror movie signups and a 70% free trial conversion, with 20% of starts streaming a horror movie title first.
  

Full Funnel Support

  
Holistic media planning supported multi-channel campaigns across outdoor, digital, streaming and social with an $850K budget. A full funnel approach leveraged Out Of Home (OOH), Twitter, Prime Video, IMDb, and Meta (Facebook & Instagram) for awareness and consideration. Acquisition tactics focused on Roku, Hulu, Google, Yahoo!, TikTok, and more, whereas viewership and retention targeted FireTV, Dish, Sling, and DirecTV along with others.
  

The campaign capitalized on key environments in this timeframe with high-impact and contextual media such as a 3-day Bloody Disgusting takeover from 10/1-10/3; a “Scary Good” IMDb Sponsorship with 50% SOV from 10/1-10/17; and an Amazon Feature Rotator Slot from 10/28-10/31.
  

An outdoor presence during New York City Comic Con leveraged can’t miss placements outside of Javits Center and the Hudson Yards station, drawing 550K and 500K IMP respectively. While permanent OOH inventory in top markets including Los Angeles, Chicago and Philadelphia highlighted our Bloody Good titles on billboards, bulletins, and urban panels.
  

Owned and operated linear and multi-platform channels featured :30 and :15 spots plus a :05 bumper. Content was created and distributed via social and digital channels supplemented by partnerships with influencers and two October press releases mentioned Bloody Good.
  

We stretched the campaign on product with a linear stunt showcased priority series and theatricals throughout Thursday and Saturday night programming. Three Bloody Good collections were featured on the SHOWTIME apps and across partners including Paramount+, Prime Video, Hulu, and Roku.
  

To incentivize fans we ran a 30-day free trial with a special offer for $3.99 a month for three months, along with free previews to sample content. Custom landing pages and other features were launched on SHO.com for paid and owned traffic destinations.
  

Ultimately, the Bloody Good campaign drove acquisition with a month-over-month lift in free trial conversion of 11.7%, 16% of monthly signups, and strong engagement with all titles ranking in the top 15 most viewed for the month.
 
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