Willow is the premier broadcaster of cricket in the United States and Canada. Willow produces and distributes Willow, 24x7 high-definition television and digital video channels dedicated to cricket. Willow is the official broadcaster of various cricket Boards, including The International Cricket Council (ICC), Cricket Australia, England Cricket Board, Cricket South Africa, Pakistan Cricket Board, Sri Lanka Cricket, Indian Premier League (IPL), Big Bash League (BBL), Women's Big Bash League (WBBL), Pakistan Super League (PSL), Caribbean Premier League (CPL), and others.
Willow quickly attributed a mass following of 6 million subscribers without any marketing support or brand foundation in place as it appealed to expats living in the US, already familiar and a fan of the sport of cricket and unable to otherwise watch their favorite sporting game.
To create engaging and informative content that will update current fans and subscribers of the platform, in addition to educating the American sports market interested but not yet converted to following cricket.
A strategic overhaul of the social media content strategy marked our success. We transitioned from trivial birthday announcements to delivering compelling match schedules, game highlights, and educational content about cricket, tailored to a burgeoning U.S. audience. Our email marketing campaigns were aligned with this new content strategy, ensuring a cohesive brand experience across multiple platforms.
We also led the cricket giant to a rebrand that would allow the TV channel to generate brand awareness benefits, remain versatile for multi-channel marketing outreach, and align with plans for optimized digital platforms. This new brand went live in mid-2023 under the internal team's direction.
After the first year, Willow TV had a solid base of customer data and feedback, which provided insights into subscriber preferences and the adjustments needed for continuous improvement and market competitiveness. This led to a collaborative rebranding initiative with SOAR Media, which was successfully launched in mid-2023.