Sling TV
The Bachelorette and FIFA Women’s World Cup
The play: Organic and paid social ads
Sling TV, a major streaming service provider, partnered with Lemonade to strategically leverage the hype and tune-in moments surrounding the FIFA Women’s World Cup and drive customer acquisition for the highly-anticipated return of "The Bachelorette," Season 20—all with a challenging 4-week timeline.
The story: don’t miss out
Lemonade launched a campaign with assets that stoked FOMO by promoting can’t-miss coverage of the FIFA Women's World Cup and the upcoming season of "The Bachelorette.”
While the audience demographics were different, they were both fans, which presented commonality in our approach to drive customer acquisition. We positioned Sling TV as the smart live-streaming solution for fans by communicating its unique selling points: unmatched value, coverage (for select audiences) and flexibility.
The attention: a surge
Lemonade positioned Sling TV as the definitive choice for those seeking unmatched value, coverage tailored to select audiences, and unparalleled flexibility. The result was a surge in new customers who recognized Sling TV as the go-to destination for their streaming needs.
The goals
Capture the tune-in moment (“The Bachelorette”)
Capitalize on the hype (FIFA Women’s World Cup)
Drive customer acquisition
The wins
Lemonade channeled its efforts into achieving the three primary goals with remarkable success.
Tune-in moments captured
Hype translated into engagement
Acquisition accelerated
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