Streamz testing the waters in company fashion
Streamz is a new Flemish video streaming platform with exclusive local fiction series and Streamz Originals, accompanied by a top international offer with the best of HBO, films and documentaries.
Industry: Technology & Entertainment industry, mass media
Company Size: 30 employees
Location: Vilvoorde, Belgium
Extra: Streamz is the first collaboration in history between Flemish broadcasters.
Topic: Brand Extension
Streamz is a new streaming service from DPG Media and Telenet that offers exclusive local fiction series and Streamz Originals, accompanied by a top international offer with the best of HBO, films, documentaries and a kids zone. Doubling their number of employees after just their one-year mark, confirms the predictions of Streamz becoming a successful alternative for other streaming platforms. For their B2B campaign Sunday helped create a gift box with personalized items like thick winter socks. The outcome was immediately visible when the first pair walked in. The Streamz’ socks are now being used for numerous purposes; generating leads, onboarding, brand awareness, ...
Streamz is the newest streaming platform. For the first time in Flemish TV history, there’s a platform that involves not competing among themselves, but working together against international counterparts such as Netflix or Disney+.
It actually started as a B2B campaign where companies can purchase a gift box from Streamz to give out as a gift to customers or employees. The box contains all kinds of cosy things like a pair of nice personalized Streamz winter socks.
With the box Streamz wants to create an experience that focuses on comfort and the feeling of winter evenings where you gather with the family in front of the television. So there is a clear link between the activities of the streaming service and the feeling they want to create for the recipient of the gift box.
Brand awareness and lead generation
The objective of the gift boxes is to create additional brand awareness and ideally also generate leads. The first goal was actually just to produce something fun, and add something to the box that wasn’t related to food or drinks. The idea? Socks! Socks are a rewarding product: they are not expensive, quite small so easy to ship and it’s a unisex item that fits everyone.
Especially in terms of awareness, it's great to bring Streamz into people's homes in a fun way. So what’s better than a pair of quality and cool designed socks?
In addition to wearing the socks in front of the television, Streamz hopes that people will also wear the socks outside their homes to go play padel or go for a run for example. This way the socks will gain some extra brand awareness.
Every pair of socks comes with a cardboard with a QR code. The receiver can scan the QR code and will be redirected to the Streamz website where they can find more information about the product range and the different possibilities. That way the company can immediately follow up on how the offline marketing action is going and track numbers.
The box also contains a coupon for one month of free Streamz in each box. This way the receiver gets to know Streamz and their offer in case they are not familiar with the company and its services
Responding to the target audience
To add the perfect pair of socks to the box, Streamz wanted to make sure they would also be liked by a wide audience. So they took their inspiration from the street scene: the sportier socks with stripes at the top that are very popular with GenZ.
Together with the Sunday design team the socks got fully branded into Streamz with a little extra twist: on the bottom of the foot there’s the text “Binge Mode”. So when someone is lying on the couch you can read it.
The extended role of the socks
The socks were not only used for brand awareness but suddenly got a new purpose: when the business development manager received the socks and wore them to the office, they were noticed by many enthusiastic colleagues who also wanted them. Streamz decided to use the socks as an onboarding gift and welcome new colleagues with a pair of personalized Streamz socks.
The team of Streamz is growing strongly and doubled its team from 15 to 30 people in the past year. The socks generated a lot of enthusiasm, which also helped to give the entire B2B campaign some extra cachet, the company says.
Curious what the next steps are for Streamz and if they will go after their competitor Netflix with a full line of company fashion of their own.