Converting hockey fans into subscribers

A global leader in direct-to-consumer streaming technology, BAMTECH Media operates a growing portfolio of video subscription services, including NHL.TV. Fans can subscribe to NHL.TV to watch out-of-market hockey games live and on demand in pristine HD quality anytime they want on any supported device.

4X

return on ad spend

Leveraging Facebook Ads to increase subscribers

62%

more subscriptions

Strategy

BAMTECH Media partnered with digital ad agency MutesSix to bring in more subscribers for its hockey streaming service, NHL.TV. The team developed an advertising campaign that ran across Facebook’s family of apps—Facebook, Instagram and Audience Network.

To encourage and increase subscriptions, the team used the website conversion objective. By implementing the Facebook pixel—a snippet of code that allows Facebook to track people’s actions—the team ensured the campaign reached the people who were most likely to take the selected conversion action, which was, in this case, purchasing an NHL.TV subscription.

The team created a Custom Audience built off of an email list and a Custom Audience of website visitors who initiated checkout. Then, the team created, targeted and retargeted video ads to a lookalike audience based on the best performing audiences–people who purchased subscriptions. Finally, the team retargeted ads to people who visited the site but did not yet make a purchase to remind them to subscribe.

"Since we tapped into Facebook’s ability to track and measure activity on the NHL website, our Facebook Page and on our ads, we have been able to reach a very specific audience interested in paying for our streaming service on NHL.TV."


- Jon Wirt, Director of Marketing, NHL, BAMTECH Media
NHL

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