After successfully creating a better Surfline Premium landing page, I hypothesized that regionalized creative combined with high-quality content would drive conversion rates even higher.
Challenge: The rate of Premium penetration in Florida was below California, which meant there was opportunity to grow the number of Surfline subscribers in Florida, just in time for hurricane season (Florida’s peak surf season)
Hypothesis: Regionalized creative + high-quality content would drive conversion rates even higher.
Results: Florida surfers loved the relevant content, but weren’t ready to commit to Premium. Instead, we learned that we had more work to do in a market already saturated with free surf forecasting and camera solutions.
Since we had their attention with the content, we decided the next step was to provide more value with a downloadable e-book or guide. In exchange, we would capture their email address and use this to nurture leads along the buyer journey.
Create Florida-specific landing page and creative assets
Use Readymag, a digital publishing tool, to launch high-quality content created specifically for Florida surfers.
The ‘Spotlight Florida’ feature included a photo gallery, photographer interview and Q&A with a regional surf forecaster. The talented team of influencers we tapped for creative assets helped to promote the content to their networks after launch.
On the final slide, users were presented with a call to action to start a free trial or learn more about what Surfline Premium could do to help them get better waves in Florida.
Activate influencers and promote ‘Spotlight Florida’ via email, social and on Surfline.com
Wrap up: While this geo-targeted campaign didn’t deliver the hoped-for lift in Premium subscribers, the creative team now had a formula for a geo-targeted campaign that could be tested and refined. Our next campaign tackled the northeastern United States during a particularly exciting hurricane swell in fall 2016…