Streaming platform CMO says selling content and selling the brand are the two key planks to the marketing strategy, but it all comes down to being data-driven
The combination of brand layer and content layer with data will help Binge build its presence and engagement in the Australian marketplace, says the new offering's chief marketing officer.
Australia’s newest streaming entrant, the Foxtel-backed Binge, debuted two weeks ago with the launch of its first brand campaign. Using the message ‘We’re For The Bingers’, the creative will run across TV, print, out-of-home, digital, radio and social.
“The first thing that we have to do is to introduce the brand to the Australian marketplace. We’re focusing on building the brand and building awareness of the brand,” said Binge CMO, Louise Crompton, who wants the campaign to help establish its unique personality in the crowded streaming market.
Anchored by the tagline, ‘Unturnoffable’, the campaign celebrates ‘The Bingers’ via a tongue-in-cheek ode that tells audiences it’s ok to escape the real world and binge on a show that you love.
Crompton explained to CMO there will be a “brand layer and a content layer” to the marketing mix. Choosing to name the platform 'Binge' was a deliberate decision to link with the freedom of streaming and its connotations of relaxation and escapism.
The Binge brand proposition is that a life well lived includes indulging in the things you love. The provider wants to send the message that the streaming platform is an escape from everyday life, a place for unapologetic pleasure, and by doing so, brings a little more joy to Australians.
“The name ‘Binge’ will really help us to establish ground very quickly among Australians because it is a term people are familiar with and connected to quality content,” Crompton continued. “The emotional triggers we've really tried to build a brand around and the name and the color palette we've used - even even our tagline - all come from that sense of having the remote and feeling ‘just one more show’."
Being part of the Foxtel family will fill the Binge schedule with shows from HBO, Sony, WarnerBros, BBC and more. Streaming platform marketing is about selling the content, a bit like selling the sausage not the sizzle, and Crompton said the plan is to not only establish the quality, but also get people excited about the content.
Crompton said the platform has also been built from the ground up for streaming with the aim of delivering on the user experience. “As we've gone to build these products, a lot of research has been conducted on understanding what could be done better by the category,” she said.
“The vision that sits behind the product is ‘killing the scroll’ and how we can connect customers to the content they want to watch.
“We have a combination of what we call ‘man and machine’ working behind the scenes to provide content suggestions to people across many different areas so they’re not just funnelled down one path from the start. It’s a combination of technology and data to drive what you’re seeing in your feed, and also an editorial team and experts in what’s trending and what are good shows to watch at any time.”
The platform has been built around data, from its customer data platform to the martech stack. Compton said this will also provide insights and intelligence for marketing measurement, attribution and targeting campaigns.
"This is great source of competitive advantage for us to not only be very targeted and timely with our messaging, but to be able to see trends really quickly and jump on them," she said.
“We are a data-driven business. And that's imperative for us to win in this current environment, but also moving forward, a strong data strategy and marketing strategy that enables you to operationalise that data is a critical way of operating and doing business.”
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