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99¢ Campaign

A low-price acquisition campaign designed to preserve brand value while scaling trial starts and subscriber win-backs.

Pure Flix introduced a $0.99 first-month offer in November 2022 as an acquisition strategy, lowering the barrier for new viewers without weakening the brand’s value perception. I designed the full campaign system across paid creative, storefront placements, and the landing page, supporting nearly $2M in media spend. Trial starts climbed as high as 5x above baseline, strong enough to bring the offer back in 2023 with an expanded focus on both new subscribers and former members.

Services delivered:

Campaign Design, Paid Social, Email, Landing Page

In details:

Challenge

A 99-cent price point can easily look like a clearance message if the creative leans too hard on the discount. For Pure Flix, the challenge was to make the offer feel promotional without making the brand feel cheap. The 2023 relaunch added a second layer: one campaign system had to speak to new viewers looking for clarity and former subscribers looking for a reason to return.

Challenge

A 99-cent price point can easily look like a clearance message if the creative leans too hard on the discount. For Pure Flix, the challenge was to make the offer feel promotional without making the brand feel cheap. The 2023 relaunch added a second layer: one campaign system had to speak to new viewers looking for clarity and former subscribers looking for a reason to return.

Solution

Solution

Results

Results