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A volleyball player in a blue Italy shirt with a DHL logo across the chest, leaning back to hit the ball, in front of a phone showing the VBTV app, with the Volleyball Nations League and LVF logos on tiles at the bottom

How Volleyball TV Grew App Subscriptions 143%

Project Scope: Strategy, Social, Creative, Data

The Challenge

Volleyball TV is a digital streaming and video on demand (VOD) service for volleyball. It gives sports fans around the world thousands of hours of live and on-demand volleyball, and it calls itself the home of live volleyball.

The platform is known around the world, but it found it hard to connect with viewers in Thailand. Its content was not made for the tastes and culture of Thai volleyball fans, an audience that mattered to the brand, so engaging them was difficult.

Our Approach

Primal designed a custom strategy for Volleyball TV around content made directly for Thai viewers. The aim was to raise interest among Thai fans with content that fits their tastes and cultural background.

For the brand’s global Facebook page, Primal proposed a community-led approach in place of traditional brand content, with the focus on growing the page’s community and engaging it. Primal added interactive features and short activities for fans to play, made for a Thai audience, to raise their excitement for volleyball.

  • A volleyball player in a yellow shirt drawing back his arm to hit the ball at the net while a referee with a headset watches from behind
  • A woman volleyball player in a blue shirt cheering with her mouth open and her fist clenched in front of the net
  • A collage of the Thailand women’s volleyball team, five large close-ups of players above the whole team celebrating in red shirts

Outcomes Achieved

The global Facebook page then published content and interactive activities made for Thai viewers. With local content and short activities to play, Primal helped Volleyball TV grow a community of Thai volleyball fans on the page, and engagement with its Thai audience grew.

Community involvement, interactive posts and a fit with Thai culture gave Volleyball TV a closer connection with volleyball fans in Thailand. App subscriptions grew 143%, app downloads grew 158% and the cost per acquisition (CPA) fell 70%.

  • 158%Increase in App Downloads
  • 143%Increase in App Subscriptions
  • 70%Lower Cost Per Acquisition (CPA)

Key Insights

  • Volleyball TV was known around the world, but its content had not been made for the tastes and culture of Thai fans.
  • On the global Facebook page, community content in place of traditional brand content gave Thai fans interactive features and short activities to play.
  • With content made for Thai fans, app subscriptions grew 143% and the cost per acquisition fell 70%.

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