Sony Channel use Video to promote new season of ‘The Good Doctor’ in Latin America

CAMPAIGN OVERVIEW

Sony Channel, a Latin America pay television channel, was looking to promote the 4th season of the medical TV drama series, ‘The Good Doctor’, premiering the first week of July. To generate interest before the premier, the campaign start date was June 28th and ended July 4th.

They were looking to target audiences based in Argentina, Mexico, and Colombia, with interests in entertainment, series, movies and technology.

The KPI’s for this campaign was 208,000 impressions, 417 clicks, 0.20% CTR and $120 MXN CPM.

SOLUTION

Sony Channel worked with their media agency, Havas Media Group and MediaMath to develop and execute a Video ad campaign using the series trailer. 3 campaigns were done overall – one per country.

To reach their desired target audience, Sony Channel leveraged MediaMath’s partnership with Retargetly to divide their strategies by content category, for example, Drama, Comedy, etc.

RESULTS

All KPI’s that were initially set out were exceeded. The campaign achieved a $102.09 MXN CPM, 1.79% CTR, 67.64% VTR and delivered more than 245k impressions and 4,381 clicks to the site.

With these incredible results, Sony Channel was able to successfully publicize the premiere of the new series and help improve ratings.