The Objective
Showmax, a leading streaming service in Africa, sought to rebrand and reposition itself in the market.
They aimed to achieve a comprehensive and impactful rebrand launch on X. This involved several key objectives: generating widespread awareness and excitement around the new brand identity, effectively communicating the updated features and pricing to existing and potential subscribers, and ultimately driving user engagement and consideration of Showmax as the preferred streaming service.
By leveraging the real-time engagement capabilities of X, Showmax sought to maximize the reach and impact of their rebrand campaign and solidify their position in the competitive streaming market.
The Solution
The Showmax team partnered with Aleph’s X experts and came up with an effective approach that showcased Showmax's new brand identity, features, and pricing, ensuring maximum visibility and engagement.
Multiple Takeovers: Showmax employed pre- and post-launch takeovers on X to tease the rebrand and build suspense.
Branded Notifications: These notifications further amplified the rebrand launch, creating anticipation and excitement.
Hashmoji: A custom Showmax emoji was incorporated to boost engagement and conversation around the rebrand.
The Results
The campaign successfully positioned Showmax as a leading player in the streaming market by generating significant user engagement and brand awareness.
The impressive reach of 113,794,032 impressions ensured widespread visibility of the rebrand. Furthermore, the high engagement rate of 5.86% demonstrated the success of the interactive elements in capturing user attention and driving conversations around the new offerings. This translated to 921,374 engagements, indicating a strong interest in Showmax's rebranded identity. The campaign also proved cost-effective with a CPM of R17.38 and a CPE of 2.15.
