Deezer · B2C · music streaming app
Run TV and billboard ads about what the brand stands for, then push buyers with ads
Tracked by brand studies, not revenue; no numbers shared
Unknownoffline-adspositioning-nichepaid-social
What they did
Massive TV and out-of-home campaigns in France whose messaging only reinforces brand positioning (everything is about living the music; the user at the core), with no price, trial or download call to action. No immediate ROI expected; measured with brand trackers, post-tests and quantitative/qualitative studies. The performance team runs campaigns that amplify whatever the brand team is doing to give users who are ready the final push to download and subscribe.
- Stage
- scale
In their words
Sub Club by RevenueCat · Level Up Your App Marketing: Measurement, Brand-Building, and Taking Risks — Sherina Khalidi, Deezer“currently we have these massive TV and out-of-home campaign live in France. All the campaign and all the messaging is really about enforcing the positioning of our brand. It's not talking about the price, about a trial period.”
“What we do, though, is on performance marketing, we are very focused on amplifying everything that the brand marketing team is doing to make sure that we do the, you know, the final little push”
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