3 ways to help a music channel gain and keep new listeners

Challenge

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

How do we reach our target audience?

DPG Media is a media company active in Belgium, the Netherlands and Denmark. It employs 6000 people and reaches 8 out of 10 people in Flanders every day with news, entertainment and online services.
With their rock channel Willy, they want to offer classic rock music and other programs for music fans. It is not yet a very famous music channel and that’s one of the reasons why they started working with Cosmos Collective. 

They appealed to us to dive deep into different KPIs, the first one being the amount of returning visitors to their platforms, the second KPI being the number of times their application is downloaded and to increase the number of listeners to their channels.
The main focus for every KPI was to have as many people listening to their services for as long as possible. 

At Cosmos Collective, it was clear beforehand that we could have a huge impact on the number of app downloads. The other two KPIs are to a certain extent depending on the content on those different channels. If the foreseen content is no match for the target audience, the KPI becomes unfeasible.
Our growth track at DPG Media especially focused on acquisition.

The biggest challenge for this track was reaching our persona and encouraging our target audience to download the DPG Media app to listen to Willy. Besides that, this track focussed on awareness since Willy is not yet well-known among the target group, although it is a qualitative channel. The goal? Getting more people to listen to Willy. Another challenge for Willy was the downward spiral they were facing; The launching campaign went well, so results were there very quickly, but afterward, it stagnated (which is very common for launching campaigns if there are no following campaigns after that. At Cosmos Collective, we always focus on strategy, so we started examining what works online to make Willy grow.

Follow our success stories & experiments on LinkedIn.

Our validation process

During this growth track, we drew up different experiments to start growing Willy, with our main focus on awareness and acquisition. A selection of the experiments we did:

 

  • We always start with surveys for power users. Those people know the brand in the best possible way, and thus it is the perfect way to find out about the pains and gains of the Willy app. Besides that, it allows us to discover on which we should respond quickly. It also helps us determine if these power users like to consume video content in the app rather than articles…
  • Another experiment we drew up for Willy was a referral campaign, where we asked users to invite 10 friends to download the app and when they succeeded, those users received a Willy T-shirt. The least we can say is that this campaign was successful, with 1000 referrals (or new app downloads) in only one week.
  • Setting up online ads is one of the things we like to do as well during our experiment sprints. For Willy, we created online ads to strengthen the existing campaigns.

Approach

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

“Cosmos Collective really helped us realize how strong our community is and how important it is to use it to attract new listeners to Willy. They also provided us with an amazing strategy playbook to help us grow online and to strengthen our online campaigns. ” 

 

SHARON DEBUYSER - Head of Development & Digital Marketing at DPG Media

PETER JANSSENS
Sales manager at pharmabox

Outcome

Some title that says something interesting

Do you have a proven track record when it comes to running experiments and strategies? Is innovation at your core and can you demonstrate expertise in leading projects as an innovation consultant or similar?

What did we learn?

We provided Willy with a strategy playbook, a sort of blueprint of how Willy can grow online and how their online campaigns could be strengthened, in combination with offline actions. 

One of our biggest learnings during the track is about Willy’s community; It is a very active community with people who are prepared to take huge actions to become an ambassador themselves. It’s a good idea for Willy to respond to this learning and to take action to make this community even stronger. Another great result, which was the main KPI from the beginning of the track, is the increase in app downloads. We’re talking about an increase of 22% in total app downloads. 

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Yannick Khayati

Yannick Khayati

Founder & Client Lead

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