“I can massively get behind Noise as an agency. Quarter after quarter the team consistently outperform our targets and push us to be more agile in a competitive content landscape.”
Camilla Markham, Head of Partnerships, NOW TV
The ask.
As Sky's social agency for the under-25 demographic, we were tasked with two core objectives: driving customer acquisition and enhancing platform comprehension for NOW TV. The challenge was to educate this audience on the platform's unique, disruptive offering while converting them into paying customers.
The approach.
We designed a comprehensive end-to-end customer journey across social, leveraging multiple capabilities:
Insight-Driven Strategy: Used deep audience insights to craft messaging that resonated with under-25s, emphasizing NOW TV’s ease of use and flexibility.
Creative Content: Collaborated with actors, influencers and movie enthusiasts to produce authentic, engaging and relatable content that sparked conversations.
Integrated Media Plan: Combined organic and paid media efforts to amplify reach and drive conversions, ensuring every touchpoint worked seamlessly.
Influencer Activation: Partnered with high-profile and niche influencers to establish credibility and attract new audiences.
The results.
20M
Original content views
15K
New paying customers bypassing a trail offer
Positive shift in brand comprehension with 18-25s
55%
Target exceed by
30%
The campaign achieved significant impact, generating 20M original content views and bypassing traditional trial offers to secure 15,000 new paying customers. It exceeded targets by 55% and drove a 30% positive shift in brand comprehension among 18-25-year-olds, solidifying NOW TV's appeal to this key demographic.