Our strategic research focused on deepening and expanding HBO’s consumer base, evolving the HBO brand to meet the needs of consumers in the digital era, and shaping comprehensive communications strategies and marketing initiatives.
We initiated a comprehensive brand and situational analysis to understand the changing entertainment market. We also conducted a consumer study to develop dynamic profiles of consumer groups based on their habits, preferences and lifestyle.
By recommending a multilateral media approach, we helped HBO develop and introduce campaigns through distinct synergies with pay TV providers.
At the same time, we discovered a growing desire among consumers for digital content that’s accessible anywhere, any time.
These findings led to further quantitative and qualitative research and testing techniques that informed the design, content, launch, targeting efforts and marketing communications of HBO NOW.