Case Study: a leading SVOD service leverages fan loyalty to drive smarter movie marketing with TelmarHelixa

a leading SVOD service uses TelmarHelixa to identify 67% of actress fans who attended movies in theaters

A leading subscription-video-on-demand (SVOD) service faced the challenge of marketing a new movie starring an actress from one of its hit shows. The new movie was a significant departure from the original comedy, and the marketing team needed to identify which segments of her fan base would be most receptive to this different genre. They partnered with TelmarHelixa to understand the differences between fans of the show and dedicated fans of the actress herself.

Using TelmarHelixa’s Discover solution, the team isolated and analyzed the distinct audience segments. This revealed key lifestyle differences, such as the actress's fans having strong affinities for "nerds" and "design lover" categories. Furthermore, TelmarHelixa’s data fusion showed that 67% of her audience had recently attended a movie in theaters. These insights allowed the SVOD service to develop a targeted strategy, collaborating with tech and design-focused media channels and using movie affinities to effectively market the new trailer to a receptive audience.