Side+

In 2022, Arcade.Media, the company managing the Sidemen — the largest creator collective in Europe — partnered with us to develop a data-driven approach for their rapidly growing audience. With over 130 million YouTube subscribers and millions of followers across various platforms, the Sidemen’s reach was immense, but their audience engagement tools were falling short.

This specifically impacted Side+, their streaming service. Existing CRM communication was built upon static email lists that were constantly outdated and failed at targeting members of the audience in a personal way. Dynamic win-back or retention campaigns were near impossible to set up, and took up a lot of the CRM team's resources.

To address this, we implemented Segment, a professional customer data platform (CDP), to centralize audience data from all their brands and projects. Once integrated, we ensured Side+ user activity was streamed live to the platform, then mapped and structured automatically to build comprehensive user profiles, enabling precise audience segmentation and targeted engagement.

Additionally, we built a custom analytics pipeline and dashboard to complement the CDP and introduce analytics functionality that was lacking in Side+'s OTT provider. This system processed real-time Side+ user activity, providing the content team with detailed insights into audience behavior. They could identify top-performing content and track what users searched for, helping shape future show ideas and user experience improvements.

The integration of the new data platform has been a game-changer for the Sidemen, allowing them to better understand and engage with their audience on Side+, which shows in metrics across the board.