Univision, the leading Hispanic media company in the U.S., provides news, sports coverage, and entertainment across television, mobile, and other digital platforms. The company also has a streaming service, Univision Now, which is available on the web and through their app.

CHALLENGE
Univision’s 2020 “Vota Conmigo” (“Vote with Me”) campaign seeks to encourage voter registration and turnout in the upcoming U.S. presidential election. Univision wants to leverage the extensive reach of their media channels to mobilize their U.S. audience in four campaign phases spanning from July to November: voter registration, vote by mail, early voting, and get out the vote.

SOLUTION
Univision set up SmartLinks^TM for TV, a deep linking technology powered by Kochava. They worked with the Kochava design team to create a custom-branded #VotaConmigo quick response (QR) code for deployment across their five major television channels: Univision, UniMás, Galavisión, TUDN, and El Rey Network. Univision viewers will be able to seamlessly scan the campaign QR code with their mobile device right from their television screen during Univision’s public service announcements. Upon scanning, they will be dynamically linked to Univision’s VotaConmigo portal where they can register to vote, learn about mail-in ballot options, and find out where they can vote early and on election day.

Univision will also leverage SmartLinks on social media, owned media, and their popular Latin music service, Uforia.

IMPACT
SmartLinks^TM for TV enables Univision to engage millions of viewers with powerful calls-to-action while offering a seamless direct response mechanism for voters to take immediate action. Univision can instantly visualize their “Vota Conmigo” campaign performance with Kochava’s real-time analytics suite with channel-level metrics. They can even apply cost-per-install (CPI) and cost-per-action (CPA) metrics to their historically offline marketing efforts and search efforts.

Announcing more than 600,000 subscribers through the first half of 2019 with an 80% retention rate, The Athletic is mastering the personalized user experience for their customers.

THE CHALLENGE
Every day the talented writers at The Athletic post their vibrant stories across owned social channels, prompting eager fans to dive in and experience the sports coverage as only The Athletic delivers it. However, ensuring every user gets a personalized, friction-free experience from their first story to becoming a subscriber can be challenging.

THE SOLUTION

When a reader clicks on a story’s post, they are taken to a web page where they read the opening of the story, and are invited to click a link to continue reading in the app for free.

Kochava SmartLinks provide the marketing team with a single link to place behind the call-to-action “INSTALL” button. When clicked, the link captures the dynamic ID of the article being read, intelligently detects the platform the user is on, and directs them to the correct app store to download the app.

As the user opens the app for the first time, Kochava attributes the install back to the article click and passes that context to the app. Known as deferred deep linking, this delivers a personalized experience by bringing the reader right back to the article they started with. Knowing the article that led to the install, the marketing team can further customize suggested content for the user and drive personalization at scale, giving their readers exactly what they are interested in.

IMPACT
Kochava SmartLinks seamlessly routing readers to the appropriate app store boosted install conversions by 23%. The dynamic, deferred deep linking powered by Kochava resulted in lower bounce rates on first opens of the app and increased subscriptions by 19% overall.