A steady stream of mail bought a steady stream of customers

Targeting based on higher customer lifetime value.
69.4 million subscribers one year later.
HBO Brochure

Background

In May 2020, HBO launched the HBO Max streaming platform, a direct-to-consumer product that provides film and television content. 

In a hyper-competitive streaming market, subscriber numbers are king – and HBO Max needed a lot of them quickly to be seen as viable.

Solution

HBO Max launched an ‘always on’ digital and direct mail subscriber campaign, targeting family households based on their potentially higher customer lifetime value. Offering a 14-day free trial, the mailing focused on the hundreds of family-friendly titles popular with early HBO Max subscribers.

To keep the content relevant and engaging, the creative was refreshed monthly tapping into current trends, creating a fear of missing out.

Results

One year later, HBO and HBO Max had a combined total of 69.4 million paying subscribers globally, including 43.5 million HBO Max subscribers in the U.S.

Source: Canada Post