Streaming · Subscription流媒体 · 订阅 · 2025
LUMA
Ran a six-market streaming launch, hitting subscriber targets 3 weeks early at a 28% lower CPA than forecast.操盘一次六市场流媒体上市，比预定目标提前三周达标，CPA 比预测低 28%。
-28%CPA vs forecastCPA 对比预测
6Markets, one team市场（同一团队）
3 wksAhead of target提前达标
The challenge挑战
A hard launch date across six markets, six languages, and a single global budget that had to be allocated with no historical data.六个市场、六种语言的硬性上市档期，外加一笔必须在毫无历史数据时分配的全球总预算。
What we did我们做了什么
- 01
Built a media-mix model to allocate budget by market opportunity, then re-allocated weekly on actuals.建立媒介组合模型按市场机会分配预算，再依实际数据每周再平衡。
- 02
Localized creative per market rather than translating one master cut.为每个市场做本地化素材，而不是把一条母版简单翻译。
- 03
Front-loaded teaser demand, then converted on launch day with search and retargeting.提前蓄势预热需求，再在上市当天用搜索与再营销集中转化。