Automation of SWEET.TV marketing communications using Salesforce Marketing Cloud

Tags:

CRM

About the project

Personalization as a movie, where the user plays the leading role

SWEET.TV is one of the most powerful Ukrainian OTT services, transforming content viewing into a full-fledged digital experience for millions of users in Ukraine and beyond. The platform offers hundreds of channels, exclusive premieres, and Smart TV support. Everything here works quickly, conveniently, and legally. The service combines technology with high quality while remaining as easy to use as possible.

The client's problem

The platform is growing rapidly, but as the audience scales, manual communication processes can no longer cope with the load. It became clear that without a centralized CRM system, the service would lose its potential to attract and retain subscribers.

Key challenges:

lack of a unified CRM platform for data collection and use;
complexity in building segments and interaction scenarios;
manual configuration of mailings and delays in sending;
inability to track user behavior in real time;
low effectiveness of reactivation campaigns;
the need for personalized content and relevant recommendations.

The task was to implement a CRM that works according to the logic of real user experience.

Case information

Launched Salesforce Marketing Cloud to automate and personalize SWEET.TV communications

Transformed the approach to user interaction: behavior-based scenarios, a unified CRM system, and real-time multichannel communication
Our Approach:
We started with the Discovery stage: we analyzed subscription, churn, viewing, and transaction scenarios to build a complete map of user data. We identified key behavioral triggers—the moments when communication is truly relevant.
Next, we adapted Salesforce Marketing Cloud to the specifics of the OTT model. We connected the main modules and collected personal segments by device type, content categories, and user activity. We created custom automated scenarios for each segment. We connected CRM to all key systems: the platform, mobile applications, billing, website, and data storage. We added push and Viber communication channels and set up two-way synchronization between Salesforce and the user base.
We deployed analytics separately: we created reporting dashboards and automated the collection of statistics on opens, reactions, and campaign results. The marketing team received daily reports to aid in decision-making.
Finally, we trained the SWEET.TV team and provided guidelines to ensure that the launch of new communication scenarios became an internal competence.

Work results:

The SWEET.TV platform has reached a new level of communication with users.
Our client received:
Salesforce Marketing Cloud CRM system, adapted to the OTT model;
automated email, push, and Viber communications with users;
personalized scenarios for attracting, retaining, and returning subscribers;
flexible segmentation by activity, interests, and device types;
automatic reminders about subscription expiration and relevant content recommendations;
Transparent campaign analytics and daily reporting for the marketing team;
integration with all key SWEET.TV platforms and systems.
As a result, engagement and repeat subscription rates have increased, which are now automatically stimulated when it is truly appropriate. This has allowed us to scale communication without expanding the team and take control of user retention and, as a result, LTV growth.