DAZN Drives Incremental Subscriptions with Full Funnel Strategy

Global sports streaming service DAZN partnered with Snapchat for their campaign surrounding the Canelo Alvarez vs Billy Joe Saunders boxing fight on May 8th, 2021. Using a multi-product approach, DAZN successfully drove awareness for its live sports channels, installs of its app, and subscriptions to its streaming service.

Given the Canelo fight is one of their key acquisition moments of the year, DAZN partnered with Snapchat for a full funnell campaign that included ads in both the camera and content. For video, DAZN used commercials to drive upper funnel awareness alongside snap ads and story ads which featured the app install attachment. 

In the camera, DAZN launched their first lens, which utilized the new lens app install beta allowing Snapchatters to download the app and subscribe directly from the lens.

The Canelo campaign achieved 3.9% lift in app installs and a 2.1% lift in subscriptions. ¹ The lens in particular not only drove incremental installs and subscriptions but also reached millions of unique Snapchatters that weren’t reached by video. ²