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Mixcloud Annual Subscription Paid Marketing Campaign.


Designer: James Li

Year: 2024

Category: Motion, Graphic

Project Overview


Target: "Test creative routes to drive conversions for Mixcloud Pro’s annual subscription”

Audience: "Hobbyist and career DJs and radio hosts in the UK”Summary:

By focusing on these two distinct routes—"Creative Freedom" and "Revenue Opportunities"—the A/B experiment aims to address different motivations within the target audience.

The "Creative Freedom" route appeals to DJs and radio hosts who prioritize artistic expression and uninterrupted streaming, emphasizing the control and flexibility offered by Mixcloud Pro.

The "Revenue Opportunities" route highlights the financial benefits of monetizing their content through Tips and Creator Subscriptions, catering to career-focused DJs who want to turn their passion into income.

By testing these distinct angles, the experiment provides a deeper understanding of what resonates more with Mixcloud’s user base, increasing the likelihood of driving conversions by appealing to both hobbyist and professional DJs.
A/B TEST   MARKETING   USER RESEARCH





























 




(01)Creative Routes Overview





(A) Route A

"Route A: Creative Freedom"

-Empower your creativity with Mixcloud Pro. No takedowns, full control, pure freedom.

(B) Route B

"Stream Freely, Earn Easily!"

 -Highlighting Revenue Opportunities

Fund your creativity with flexible ways to earn money

Make money from your shows to spend on new tunes and DJ equipment with Tips and Creator Subscriptions.


                         











(02) Design Routes








(A) Route A
Concept:

Highlight the freedom and creativity that Mixcloud Pro offers, focusing on uninterrupted live streaming and content preservation without takedowns. This route will appeal to DJs and radio hosts who value artistic freedom and uninterrupted creative expression.
Copy:
  • Tagline: "Stream Freely, Create Without Limits."
  • Body Copy: "Unlock the full potential of your DJ sets with Mixcloud Pro. No takedowns, more creativity. Save 25% on the annual subscription."
  • Call to Action: "Go Annual for £79 (original price £108) – Join Now!"



   


 
     





This route drives impact by tapping into the emotional and creative aspects of the target audience. DJs and radio hosts often face challenges with platform takedowns and interruptions, which can stifle their creative process. By highlighting the freedom to stream without interruptions, this campaign appeals to their desire for artistic expression and reliability. The vibrant visuals and energetic themes resonate with their passion for music, helping to create a strong emotional connection and a compelling reason to choose Mixcloud Pro.








(A) Route B
Concept:

-Highlighting Revenue Opportunities

Fund your creativity with flexible ways to earn money

Make money from your shows to spend on new tunes and DJ equipment with Tips and Creator Subscriptions.
Copy:
  • Tagline: "Stream Freely, Earn Easily!"
  • Body Copy: "Make money from your shows to spend on new tunes and DJ equipment with Tips and Creator Subscriptions. Enjoy hassle-free streaming and flexible revenue options. Subscribe to Mixcloud Pro with 25% off!"
  • Call to Action: "Go Annual for £79 (original price £108) – Join Now!"







   
       




-Highlighting Revenue Opportunities

Route B emphasises the professional edge and financial benefits of subscribing to Mixcloud Pro. By highlighting the flexible revenue options such as Tips and Creator Subscriptions, this route appeals to career-focused DJs and radio hosts who are looking to monetize their creativity.










(03) Conclusion




 By focusing on these two distinct routes—"Unlimited Creativity" and "Stream Freely, Earn Easily!"—the A/B experiment aims to address different motivations within the target audience.



The "Unlimited Creativity" route leverages the emotional and creative desires of DJs and radio hosts, while the "Stream Freely, Earn Easily!" route appeals to their career-oriented goals and aspirations. Both routes are designed to highlight the unique benefits of Mixcloud Pro, providing compelling reasons for the target audience to opt for the annual subscription.

This dual approach increases the likelihood of driving conversions by resonating with the diverse needs and preferences of hobbyist and career DJs and radio hosts.