As part of an ongoing comfort-based marketing campaign, wallet-friendly streaming service Philo has designed a care package that is intended to help viewers watch their programming while laying down.
The care package began shipping to a handful of influencers, brand partners, talent and media writers this month and is timed to coincide with National Relaxation Day and the launch of a new comfort-based channel.
In an interview with Fierce Video, Philo's head of brand strategy Matt Stein said the care packages are part of the company's ongoing "Channel Comfort" campaign, which it launched last month.
The packages include a head pillow, a long straw and other items that are intended to be used while laying down. It was curated in partnership with Brooklyn-based marketing firm Red Antler, which has worked with Philo on the Channel Comfort campaign over the past few months.
Stein said inspiration for the care package came in part from branded items he's received over the last few years from television networks and other media companies. Those items, while not always useful, gave Stein a feeling that he was valued, and it was that feeling he hoped to impart on the influencers, talent and others who will be sent a care package through the month.
"We tried to be really thoughtful about this," Stein said. "We were very detail-oriented...as a consumer, the little touches matter, and I think it is enjoyable to open up something that is well-curated and thought about and makes you feel good to get it."
Not everyone will be lucky enough to receive a care package, but all Philo subscribers will have access to the new Comfort Channel, which began rolling out to viewers earlier this month. The channel offers a curated selection of general entertainment, lifestyle and knowledge programming collated from Philo's content partners, which includes 60 linear pay television networks at a cost of $25 a month.
Both initiatives tie in nicely with Philo's ongoing marketing campaign, which colors itself as a place where viewers can tune in to tune out. It builds upon a study commissioned by Philo earlier this year that found most people watched television as a way to self-comfort when they are stressed, anxious or bored.
In July, the company debuted a new commercial spot that highlighted the complexities of having too many streaming choices while demonstrating how Philo cuts through the noise for people who simply want to enjoy television (as of last Friday, the video had more than 127,000 views on YouTube). Earlier this month, Philo further simplified its message with a full-page, wrap-around advertisement in USA Today that encouraged streamers to "watch TV like you don't plan on moving for a thousand years."
Stein said centering the company's mission around comfort-based viewing fits in nicely with the brand's overall ethos of putting customers first — and its relaxation campaign is resonating with current and prospective subscribers.
"We're really happy with what we've seen — we've seen all of our engagement and brand awareness numbers track up," Stein affirmed. "I think we have a unique position where we really do put consumers first and put Philo forward as an easy way for people to consume television."
Editor’s note: The author of this story received a Philo care package.