Critical Mass Wins Performance Marketing World Awards

Agency: Critical Mass

The Performance Marketing World Awards revealed all 18 winners, and our DIRECTV GOATbusters work took top honors in the Gaming and Esports category! All in a day’s work for the GOATs 🐐

The US streaming company employed a gamified and targeted approach to its marketing using audience signals, connected technologies and performance-based practice to drive up subscriptions in a competitive environment.

DIRECTV was in a tough spot: the streaming category had become commoditised and the most successful services were leveraging original content – something DIRECTV didn’t have. Adding subscribers in these conditions called for a performance-first game plan; a transformative approach to targeting, tailoring and optimising creatives.

Data gathering and targeting were crucial to how we honed in on the right person, at the right moment and in the right environments. Using audience signals, connected technologies and performance best practices, the team reached a massive audience in a way that was tailored and then optimised to both individuals and platforms.