Brand Positioning and Creative Testing
The Challenge
HBO's primary business challenge was awareness. As the cord-cutter market grows, the HBO NOW streaming service remains popular among ardent fans of HBO original programming, HBO was finding it difficult to gain large-market relevance and competitive draw from other more comprehensive streaming services.
The Approach
Identified the target audience and what motivates them. Discovered where and how they could be found and engaged. Exposed HBO NOW's perceived brand strengths in brand creative to resonate with individuals' underlying motivations.
Creative Execution
Implemented testing and optimization of motivationally aligned creative within targeted display ads.
