{"id":1743,"date":"2025-04-09T12:53:55","date_gmt":"2025-04-09T10:53:55","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=case&#038;p=1743"},"modified":"2026-07-16T16:24:46","modified_gmt":"2026-07-16T14:24:46","slug":"showmax-97-sales-increase-brand-building","status":"publish","type":"case","link":"https:\/\/mairateam.com\/en\/case-studies\/showmax-97-sales-increase-brand-building\/","title":{"rendered":"Showmax: Increasing Sales by 97% in Six Months With Brand Building"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>What did we have to do?<\/strong><\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Analyze the target audience and market specifics in detail<\/li>\n\n\n\n<li>Design a functional marketing strategy and a media mix built on top of it<\/li>\n\n\n\n<li>Continuously optimize, evaluate and report the results of the newly designed activities<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\"><strong>The results did not take long to arrive<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Just six months after changing the media communication strategy from purely performance-oriented to a balanced combination of brand building and performance, <strong>Showmax's digital sales grew by 97% year over year and the cost per acquisition dropped by 67%<\/strong>.<\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph.png\" width=\"1408\" height=\"826\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t\t\t<\/figure>\n\n\n\t\t\t\t<div class=\"component-article-quote not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"border-t border-primary-500 flex flex-col gap-y-4 pt-6 sm:pt-10 text-center\">\n\t\t<div class=\"prose mx-auto text-2xl\/[1.25] sm:text-3xl\/[1.25] lg:text-[2.5rem]\/[1.25] font-bold uppercase\">\n\t\t\t<p>Website traffic increased by <strong>60% while media investments decreased by 11%<\/strong>. The cost per unique user dropped by <strong>44.5%<\/strong>.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\t<div class=\"flex justify-center\">\n\t\t\t\t\t\t\t\t\t<picture class=\"flex-shrink-0\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/240x240-crop\/andrej.avif\" type=\"image\/avif\" width=\"240\" height=\"240\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/andrej.jpg\" width=\"3000\" height=\"3000\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"size-24 sm:size-30 rounded-full object-cover\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"relative\">\n\t\t\t\t<hr class=\"border-primary-500 absolute inset-x-0 top-1\/2 transform -translate-y-1\/2 z-1\" \/>\n\t\t\t\t<div class=\"inline-flex flex-col items-center bg-white px-4 relative z-2 max-w-[80%]\">\n\t\t\t\t\t<div class=\"text-lg lg:text-xl font-bold uppercase\">\n\t\t\t\t\t\tAndrej Grajciar\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"text-lg\/[1.25] lg:text-xl\/[1.25] font-medium\">\n\t\t\t\t\t\t\tDigital Advertising Director\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A quick tour of Showmax<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">The Showmax streaming platform is <strong>used primarily in Africa, yet it has Czech roots<\/strong>: it was created in 2015 by a team of Prague developers. It works on a subscription basis and its library includes local productions as well as international series, children's programs and live sports broadcasts.<\/p>\n\n<p class=\"wp-block-paragraph\">It is no surprise that its main competitors are international platforms such as Netflix, Disney+ and Amazon Prime Video.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Different country, different customs<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">First we looked at the specifics of the African market as a whole.<\/p>\n\n<p class=\"wp-block-paragraph\">Although the African market is developing very quickly, there are still major economic, cultural and value differences between countries. To design the strategy correctly, <strong>we needed to understand the culture of individual countries and their specific barriers<\/strong> that could limit our progress, for example the fact that women in some areas may have only minority access to the internet.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tAnd we had to adapt our marketing strategy to&nbsp;that\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Africa is also specific for the dominance of mobile devices. One of Showmax\u2019s subscription plans is even a&nbsp;mobile-only subscription. After mobiles, connected TVs are the most popular devices for watching videos.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">At the same time, it is necessary to <strong>account for unexpected events<\/strong> that marketers based in Europe are definitely not used to yet. Examples include a power outage lasting several days across a large territory or a ban on an entire social platform. And the specifics naturally do not end there.<\/p>\n\n<p class=\"wp-block-paragraph\">There is still considerable distrust of the digital world in Africa, and quite logically we work with a correlation between income level and trust in digital solutions.<\/p>\n\n<p class=\"wp-block-paragraph\">Most payments are therefore still made in cash or with phones. <strong>Africa is specific for its so-called Mobile Money<\/strong> (a mobile wallet), an alternative to a bank account.<\/p>\n\n<p class=\"wp-block-paragraph\">And then we had to thoroughly <strong>map the individual countries<\/strong> for which we would design the strategy and launch campaigns.<\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph2.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph2.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph2.png\" width=\"1207\" height=\"672\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t\t\t<\/figure>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph3.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph3.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph3.png\" width=\"1203\" height=\"670\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t\t\t<\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>South Africa, the gateway to the continent<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph4.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph4.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph4.png\" width=\"960\" height=\"540\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t\t\t<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">With its 60.14 million inhabitants (36.6% aged 0-19), <strong>South Africa is the most developed digital market<\/strong>, not unlike the European one. No wonder that for most international players it is the logical gateway to Africa.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tSouth Africans <span class=\"amp\">&amp;<\/span>&nbsp;mobile phones\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Mobile phone penetration in South Africa is enormous, however 42% are so-called feature phones and only <strong>22.6% of all mobile devices are smartphones<\/strong>.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">DOOH is even more developed there than in our region; on the other hand, South Africa holds an unenviable position in blocking digital advertising: it is 4th in the world in the use of ad blockers.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Nigeria, the most populous country in Africa<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph5.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph5.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph5.png\" width=\"960\" height=\"540\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t\t\t<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">With 221.4 million inhabitants, Nigeria is <strong>the largest economy and the most populous country in Africa<\/strong>. Although English is the official language, the country and its leadership are characterized by a certain degree of fundamentalism, which creates barriers for marketing.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Ghana, an interesting market<\/strong><\/h2>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph6.png\" class=\"inline-block js-lightbox\">\n\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph6.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph6.png\" width=\"960\" height=\"540\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t<\/picture>\n\t\t\t<\/a>\n\n\t\t\t<\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Of the three countries we managed, Ghana, with the 10th highest GDP in Africa, is by far the smallest, but definitely not uninteresting.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>We had the information... but which strategy to choose?<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">We had the market and the individual countries mapped out, so we knew that reaching the relevant target audience and raising brand awareness would be, to put it mildly, <strong>not easy.<\/strong> Unsurprisingly, the market differs from the European one.<\/p>\n\n<p class=\"wp-block-paragraph\">Next came the strategy design.<\/p>\n\n<p class=\"wp-block-paragraph\">Our target audience were people who can <strong>afford to pay for a streaming service subscription and might be interested in it.<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\"><strong>What we had to take into account<\/strong>:<\/h3>\n\n<ul class=\"wp-block-list\">\n<li>Population size<\/li>\n\n\n\n<li>Internet penetration<\/li>\n\n\n\n<li>Economic indicators<\/li>\n\n\n\n<li>Audience sizes in individual platforms<\/li>\n\n\n\n<li>Brand awareness<\/li>\n\n\n\n<li>Brand consideration<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\"><strong>And what about targeting?<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">In the countries we managed, <strong>targeting by income does not work, and targeting by location barely works either.<\/strong><\/p>\n\n\n\t\t\t\t<div class=\"component-article-quote not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"border-t border-primary-500 flex flex-col gap-y-4 pt-6 sm:pt-10 text-center\">\n\t\t<div class=\"prose mx-auto text-2xl\/[1.25] sm:text-3xl\/[1.25] lg:text-[2.5rem]\/[1.25] font-bold uppercase\">\n\t\t\t<p dir=\"ltr\">We had to figure out how to broadly target only the affluent group of people who can afford the subscription within a&nbsp;sizeable population with considerable specifics. So we decided to base the campaigns primarily on <strong>device targeting<\/strong>.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\t<div class=\"flex justify-center\">\n\t\t\t\t\t\t\t\t\t<picture class=\"flex-shrink-0\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/240x240-crop\/andrej.avif\" type=\"image\/avif\" width=\"240\" height=\"240\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/andrej.jpg\" width=\"3000\" height=\"3000\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"size-24 sm:size-30 rounded-full object-cover\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/div>\n\t\t\t<div class=\"relative\">\n\t\t\t\t<hr class=\"border-primary-500 absolute inset-x-0 top-1\/2 transform -translate-y-1\/2 z-1\" \/>\n\t\t\t\t<div class=\"inline-flex flex-col items-center bg-white px-4 relative z-2 max-w-[80%]\">\n\t\t\t\t\t<div class=\"text-lg lg:text-xl font-bold uppercase\">\n\t\t\t\t\t\tAndrej Grajciar\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"text-lg\/[1.25] lg:text-xl\/[1.25] font-medium\">\n\t\t\t\t\t\t\tDigital Advertising Director\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">We worked with the hypothesis that users of more expensive devices would be affluent enough to afford the subscription. We therefore decided to <strong>make the most of connected TVs and desktops<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">The tricky part was mobile phones, which practically everyone in these countries owns, even people living on the edge of poverty. So we limited them <strong>to the most expensive models only<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">We also <strong>took affinity into account<\/strong>, which is why we chose the LinkedIn and Twitter platforms, where we could expect to reach a more educated population.<\/p>\n\n<p class=\"wp-block-paragraph\">In terms of affinity targeting, we focused on so-called <strong>custom audiences<\/strong>, built from the websites and apps people use or the keywords they type into search engines.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>4 ads for one funeral<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">What consistently works best in the campaigns is <strong>promoting content, i.e. telenovelas and series<\/strong>. The content is always adapted to the given country and to a topic that resonates there and ideally originates there.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t\t<div class=\"text-primary-500 uppercase text-xl text-balance\">\n\t\t\t\tDid you&nbsp;know?\n\t\t\t<\/div>\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tStill quite unimaginable in Europe\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Ghana, for example, is the country with the most unique funeral practices in the world. Their preparation takes 3&nbsp;to 4&nbsp;months. No wonder that the reality show My Perfect Funeral, in which five families prepare a&nbsp;ceremonial funeral, was one of the shows we promoted.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How we set up our campaigns<\/strong><\/h2>\n\n<ul class=\"wp-block-list\">\n<li>We divide campaigns into a teaser and a launch phase.<\/li>\n\n\n\n<li>We use different creatives for each phase.<\/li>\n\n\n\n<li>The budget ratio is roughly 30-40:70-60.<\/li>\n\n\n\n<li>We always launch the teaser about 2 to 3 weeks before the show premieres on Showmax.<\/li>\n\n\n\n<li>The launch starts on the day the show goes live on the platform. The first week is crucial and decides the success.<\/li>\n\n\n\n<li>For brand campaigns we focus on frequency and reach. We monitor the affinity of individual platforms.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\"><strong>...and how we approached the creatives<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Given the high rate of <strong>mobile device usage<\/strong>, all formats had to be optimized precisely for them. A matter of course was thorough localization using the local language, ideally in its simplified form.<\/p>\n\n<p class=\"wp-block-paragraph\">The same applies to videos, which need to be <strong>localized and supplied with English subtitles<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">When creating the creatives, we also had to keep in mind other specifics of the markets we operate in: banner ads had to be more contrasting with higher brightness because African users <strong>keep their phone brightness low to save battery<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\"><strong>Platforms used: results, obstacles &amp; points of interest<\/strong><\/p>\n\n\n\t\t\t\t<figure class=\"component-article-image not-prose !my-8 lg:!my-16\">\n\t\t\t\t\t\t\t\t\t\t\t<picture class=\"inline\">\n\t\t\t\t\t\t\t\t\t\t\t<source srcset=\"https:\/\/mairateam.com\/wp-content\/cache\/image\/1024x0-default\/showmax-graph7.avif\" type=\"image\/avif\" width=\"1024\">\n\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/showmax-graph7.jpg\" width=\"1600\" height=\"928\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"max-w-full h-auto\">\n\t\t\t\t<\/picture>\n\n\t\t\t<\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Programmatic buying in DV360<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">In DV360 we ran<\/p>\n\n<ul class=\"wp-block-list\">\n<li>banners, which we <strong>optimized for the highest possible viewability<\/strong><\/li>\n\n\n\n<li>video, where after testing we found the best approach to be <strong>optimizing for viewability together with completed views<\/strong>.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Since we also <strong>paid attention to brand safety<\/strong>, during the first launch we worked with the client to build a blacklist of domains where we did not want the ads to appear.<\/p>\n\n<p class=\"wp-block-paragraph\">We did not forget about affinity either: for domains with a higher rate of post-view conversions, we tried to negotiate direct deals. <strong>Thanks to this, we managed to reduce CPM by up to 50%<\/strong>.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tData arrives late\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>Interestingly, in Nigeria we received reach metrics with a&nbsp;three-day delay. In Ghana they were not available at&nbsp;all.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>YouTube<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">We also ran YouTube campaigns in DV360. This allowed us to better <strong>manage frequency across campaigns<\/strong> and keep an overview of the overlap.<\/p>\n\n<p class=\"wp-block-paragraph\">Among the formats we chose non-skip, which suits TV creatives perfectly: we used it for short teasers for specific series.<\/p>\n\n<p class=\"wp-block-paragraph\">Since the client was also very good at producing audio, we ran it alongside the video. Not only did this combination work better for lift, <strong>but audio CPM was up to 50% cheaper<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">We managed to <strong>display the ads on very high-quality channels<\/strong>, achieving a complete absence of channels with children's content and channels for teenagers.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tWe did not forget to monitor post-view conversions\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p>The highest conversion rates have consistently come from <strong>video blogs, podcasts, talk shows and news content<\/strong>.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Facebook and Instagram<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Advertising on Facebook and Instagram was also a clear choice.<\/p>\n\n<p class=\"wp-block-paragraph\">We were nevertheless surprised by the \u201csize\u201d of desktop audiences. In Nigeria's huge population we worked with 372 to 473 thousand users, and in South Africa the numbers were very similar. Combined with very high CPMs, <strong>we exhausted the potential here very quickly<\/strong>.<\/p>\n\n<p class=\"wp-block-paragraph\">So we continued to focus primarily on mobile phones, which we limited by price, education and relevant interests.<\/p>\n\n<p class=\"wp-block-paragraph\">Interestingly, Instagram had a low CTR, but once a user clicked through, <strong>50% of them also created a subscription.<\/strong><\/p>\n\n<h3 class=\"wp-block-heading\"><strong>TikTok<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">Advertising on TikTok is currently only possible in South Africa. In Nigeria and Ghana the network is available, but it is not possible to advertise on it.<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>LinkedIn<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">We ran into the problem that not all promoted content was rated positively. Nevertheless, this network clearly had the highest CTR (0.7% to 1.2%), just like in our region, but it was among the most expensive (CPM up to 5\u00d7 higher than Twitter).<\/p>\n\n<h3 class=\"wp-block-heading\"><strong>Twitter<\/strong><\/h3>\n\n<p class=\"wp-block-paragraph\">It also performed very well for us in terms of CTR (&gt; 0.5%).<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>And what does the client say?<\/strong><\/h2>\n\n\n\t\t\t\t<div class=\"component-article-quote not-prose my-8 lg:my-16\">\n\t\t\t\t\t\t\t<div class=\"border-t border-primary-500 flex flex-col gap-y-4 pt-6 sm:pt-10 text-center\">\n\t\t<div class=\"prose mx-auto text-2xl\/[1.25] sm:text-3xl\/[1.25] lg:text-[2.5rem]\/[1.25] font-bold uppercase\">\n\t\t\t<p>Our cooperation with the agency is highly effective and brings us not only excellent business results but also grows the knowledge of our internal team.<\/p>\n<p>Changing our strategy was a&nbsp;key step for us and for the company\u2019s wider leadership, and it required close cooperation of all team members.<\/p>\n<p>Thanks to our mutual cooperation, we successfully executed a&nbsp;bold plan and achieved the goals we had&nbsp;set.<\/p>\n\n\t\t<\/div>\n\t\t\t\t\t<div class=\"flex justify-center\">\n\t\t\t\t\t\n\t\t\t<\/div>\n\t\t\t<div class=\"relative\">\n\t\t\t\t<hr class=\"border-primary-500 absolute inset-x-0 top-1\/2 transform -translate-y-1\/2 z-1\" \/>\n\t\t\t\t<div class=\"inline-flex flex-col items-center bg-white px-4 relative z-2 max-w-[80%]\">\n\t\t\t\t\t<div class=\"text-lg lg:text-xl font-bold uppercase\">\n\t\t\t\t\t\tJakub Matou\u0161ek\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"text-lg\/[1.25] lg:text-xl\/[1.25] font-medium\">\n\t\t\t\t\t\t\tSenior Digital Marketing Manager, Showmax\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Do you want to support your brand and improve your brand building?<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">We have the experience, great ideas and the tools to measure results. We will be happy to discuss it all with you.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-service bg-primary-500 p-5 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"flex flex-col md:flex-row md:items-center gap-7\">\n\t\t\t\t\t\t\t<picture class=\"shrink-0 flex items-center justify-center size-32 md:size-50 lg:size-62\">\n\t\t\t\t\t\t\t\t\t\t\t<img src=\"https:\/\/mairateam.com\/wp-content\/uploads\/service-list-5-black.svg\" alt=\"\" loading=\"lazy\" decoding=\"async\" class=\"w-full h-full object-contain filter-white-color\">\n\t\t\t\t<\/picture>\n\n\t\t<div class=\"flex flex-col justify-center\">\n\t\t\t<h2 class=\"font-bold text-2xl xs:text-3xl uppercase text-secondary-500 mb-4\">\n\t\t\t\tAudits <span class=\"amp\">&amp;<\/span>&nbsp;Consulting\n\t\t\t<\/h2>\n\t\t\t\t\t\t\t<div class=\"prose text-balance\">\n\t\t\t\t\t<p>Think your strategy and campaigns are bulletproof? Let us at them! We will uncover the weak spots and consult them with&nbsp;you.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t<div class=\"mt-5\">\n\t\t\t\t\t\t\t\t\t<a href=\"\/en\/#contact\" class=\"btn btn btn-tertiary\">\n\t\t\t\t\t\tGet in&nbsp;touch\t\t\t<\/a>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n","protected":false},"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-1743","case","type-case","status-publish","hentry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.10 - aioseo.com -->\n\t<meta name=\"description\" content=\"How brand building on the African market grew Showmax&#039;s digital sales by 97% in six months while cutting the cost per acquisition by 67%.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/mairateam.com\/en\/case-studies\/showmax-97-sales-increase-brand-building\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.10\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Maira Team\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"+97% Sales in 6 Months | Showmax | MAIRA Case Study\" \/>\n\t\t<meta property=\"og:description\" content=\"How brand building on the African market grew Showmax&#039;s digital sales by 97% in six months while cutting the cost per acquisition by 67%.\" \/>\n\t\t<meta property=\"og:url\" content=\"https:\/\/mairateam.com\/en\/case-studies\/showmax-97-sales-increase-brand-building\/\" \/>\n\t\t<meta property=\"og:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:secure_url\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<meta property=\"og:image:width\" content=\"1290\" \/>\n\t\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t\t<meta property=\"article:published_time\" content=\"2025-04-09T10:53:55+00:00\" \/>\n\t\t<meta property=\"article:modified_time\" content=\"2026-07-16T14:24:46+00:00\" \/>\n\t\t<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mairateam\" \/>\n\t\t<meta name=\"twitter:card\" content=\"summary\" \/>\n\t\t<meta name=\"twitter:title\" content=\"+97% Sales in 6 Months | Showmax | MAIRA Case Study\" \/>\n\t\t<meta name=\"twitter:description\" content=\"How brand building on the African market grew Showmax&#039;s digital sales by 97% in six months while cutting the cost per acquisition by 67%.\" \/>\n\t\t<meta name=\"twitter:image\" content=\"https:\/\/mairateam.com\/wp-content\/uploads\/social.jpg\" \/>\n\t\t<script type=\"application\/ld+json\" class=\"aioseo-schema\">\n\t\t\t{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/showmax-97-sales-increase-brand-building\\\/#breadcrumblist\",\"itemListElement\":[{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mairateam.com\\\/en\\\/\",\"nextItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/showmax-97-sales-increase-brand-building\\\/#listItem\",\"name\":\"Showmax: Increasing Sales by 97% in Six Months With Brand Building\"}},{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/case-studies\\\/showmax-97-sales-increase-brand-building\\\/#listItem\",\"position\":2,\"name\":\"Showmax: Increasing Sales by 97% in Six Months With Brand Building\",\"previousItem\":{\"@type\":\"ListItem\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#listItem\",\"name\":\"Home\"}}]},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mairateam.com\\\/en\\\/#organization\",\"name\":\"MAIRA\",\"description\":\"MAIRA je performance marketingov\\u00e1 agentura ze skupiny Proficio Hub. 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