GOtv

Role: Brand Strategist (2022 – 2023)

Situation

GOtv, a leading pay-TV service in Nigeria, was seeing flat subscriber growth and elevated churn among budget-conscious viewers, especially outside the major metros.

Task

Create a thematic brand campaign to reignite subscriber interest and reduce churn, then devise a high-impact Christmas activation that would drive festive-season engagement.

Action

• “Live in the Moment” Thematic Campaign

  • Mapped core audiences (ages 22–55, SEC C & D) who view TV as a key source of relaxation and connection.

  • Defined GOtv’s brand voice as playful and joyful—“Live in the Moment”—and rolled out integrated TV, radio, OOH, and social-first video content..

  Christmas “Jingle & Binge” Activation

  • Positioned GOtv as the perfect holiday gift with the “Give the Gift of Entertainment” hook.

  • Deployed experiential pop-up “Binge Boxes” in major malls, offering festive photo ops, decoder demos, and on-the-spot subscription upgrades.

  • Paired limited-time festive bundles (bonus channels + free decoder credit) with a social campaign that encouraged users to share their favorite holiday programs.

Result

• Festive-Season Uplift: The “Jingle & Binge” activation received widespread media coverage (including ThisDayLive and BusinessDay) for its festive free-upgrade offer and creative mall pop-ups T

• Subscriber Retention: The “Live in the Moment” theme helped stabilize monthly churn, earning positive feedback in a post-campaign sentiment survey.

• Brand Love: Social engagement around campaign hashtags surged, with viewers praising GOtv’s festive generosity and fresh creative direction.