Digital Go-To-Market Strategy & Launch
Turning a new technology into a must-have daily habit
Searchr.TV solves a universal frustration, the endless scrolling and app-hopping to find something to watch. The challenge wasn’t just to introduce a new brand, but to make consumers aware a solution like this even existed.
Audiences were “problem-aware but inactive”: they recognised the frustration but weren’t actively searching for a fix. Our task was to:
Educate users that a unified entertainment search app existed.
Establish brand credibility and trust in a crowded streaming market.
Drive awareness and conversion simultaneously with limited budgets.
Two Phases: Awareness → Conversion
Audience Definition & Personas
We identified seven distinct user segments ranging from Parents with young children to Time-poor professionals and Movie aficionados. Each group shared one pain point: too much content, too little time.
These insights informed tailored creative, messaging, and channel targeting.
Messaging Framework
CrisP Digital positioned Searchr.TV as “Your personal entertainment PA”.
Key value propositions included:
Save time. Stop searching and start watching.
One platform, all your content. Free-to-air, streaming, sport and news.
Software not hardware. No cords, boxes, or devices — just one app.
Support local content. Australian-first and locally curated.
Channel Activation
A multi-channel strategy drove both reach and intent:
Performance Marketing (Google Ads & PMax): targeting high-intent queries like “what to watch” and “new movies”.
Social Media (Meta & TikTok): two-phase campaign combining product education and conversion-driven messaging.
Influencer Partnerships: selected creators with strong entertainment credibility across YouTube, TikTok, and X to amplify awareness.
Content Marketing (Blog): positioned Searchr as an authority through listicles like “Top 5 shows this week” and “Best new movies to stream now.”
SEO: optimised landing pages and App Store listings using high-volume, low-competition search terms.
Conversion Optimisation & Retargeting
Once awareness was established, bottom-of-funnel tactics kicked in:
Retargeting site visitors with tailored creative.
Lookalike audiences built from subscriber data once critical mass was reached.
Cart abandonment email journey with timed follow-ups (1 hour, 2 days, 1 week, 30 days).
Media Budget Allocation
The launch budget split focused on 80% awareness / 20% conversion for the first three months, shifting to a performance-driven mix as traction grew.
Execution
CrisP Digital handled full execution from planning to creative production and channel setup:
Developed the brand communication and key message matrix.
Designed social media templates and content calendars.
Produced ad copy, headlines, and audience testing variations.
Implemented Google Ads PMax, Search, and Meta campaign architecture.
Deployed CRO through continuous A/B testing on ad creatives and CTA copy.
Outcomes
The go-to-market plan successfully positioned Searchr.TV as an emerging Australian streaming brand and achieved strong early adoption metrics:
CTR of 1%+ across Meta & Google Ads, driving 2,000+ qualified users per month.
Average CPM of $4, achieving high efficiency for awareness campaigns.
Organic traffic growth through blog content and App Store SEO.
A scalable funnel now capable of converting users efficiently as awareness builds.
More importantly, the campaign built a foundation for long-term brand recognition, Searchr.TV became synonymous with simplicity in entertainment discovery and is now moving into the B2B space.
Conclusion
Through smart audience segmentation, clear messaging, and efficient media allocation, CrisP Digital helped Searchr.TV go from concept to market-ready platform, turning awareness into measurable growth.
The strategy continues to evolve as the platform scales, with new opportunities in influencer engagement and local content partnerships.
