Case studies · Subscription media
Sky
Performance marketing for subscription growth.
Service
Performance Marketing
Service
CRM & Lifecycle
Service
Retention
The challenge
Winning new subscribers is expensive; keeping them is where the margin lives. The brief was to grow paid acquisition in a way that respected long-term customer value — not just first-month sign-ups — and to turn the CRM programme into a genuine retention engine.
Our approach
01
Restructured acquisition around predicted lifetime value, so bids and budgets flowed to the customers most likely to stay, not just the cheapest to sign up.
02
Built a lifecycle programme that segmented customers by usage and tenure, with a lean set of high-value automations: onboarding, upgrade nudges, at-risk saves and win-backs.
03
Connected the acquisition and retention teams around one dashboard so decisions were made on the full customer journey, not siloed channel metrics.
Outcome
Higher-quality acquisition at similar cost, stronger onboarding activation, and a retention programme with clear commercial ownership.
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