Three disciplines, one system, growth from a standing start.

The brief

GOD TV is an ambitious Christian media network with a goal to reach one billion people. To get there they needed:

• 35,000 active donors, to sustainably fund the mission
• 5 million monthly VOD viewers
• 1 million monthly active users on the GOD TV app

When they came to us in summer 2025, some of their digital was being run in-house. But there were no donor acquisition campaigns running at all, no tracking infrastructure to see what was working, and no joined-up strategy tying activity to any of the three goals.

Reaching a billion people needed digital that worked systemically. What GOD TV needed wasn’t more tasks completed. It was a partner who could build the system.

The approach

We didn’t respond with a menu of services. We proposed a partnership built around the Growth System: three disciplines (paid media, website optimisation, data and measurement) run as one connected engine, with a senior strategic partner accountable for the whole thing.

We started in August 2025. The immediate priority was getting donor acquisition live from a standing start. But launching campaigns was just the beginning.

How the system runs

For each of the three goals, we map every step in the journey, from the first paid impression to the completed action (a donation made, a video watched, an app downloaded). We measure each stage against sector benchmarks and our own data from comparable clients. That tells us where the biggest constraint is sitting at any given time.

Then we point the whole team at that constraint. Strategy, media buying, conversion optimisation, creative, data. Fix it. Find the next one. Repeat.

This is what separates the Growth System from a service retainer. If GOD TV had bought paid media on its own, our scope would have started and ended with the ads. The conversion problem we found would never have been ours to fix. In this model, the whole funnel is on us.

Fixing the constraint: turning a 2% conversion rate into 10%

Once campaigns were live, our audit showed conversion rate was the critical weak point. Performance was well below what our benchmarks said it should be, so we dug into why.

The donation widget, powered by a third-party platform, was taking over 15 seconds to load. For users arriving from a paid ad ready to give, that delay was quietly killing the campaign.

The A/B test made it undeniable. A GOD TV page with an instant-open donation modal converted at 10.58%. The standard third-party page converted at 2.17%. We rebuilt the experience so the modal loaded straight away.

No amount of media optimisation would have delivered that step-change. The lever wasn’t in the ads. It was in the journey. And the system is what put it in our hands to fix.

Changing the frame: from views to genuine attention

For the VOD stream, we recommended something GOD TV hadn’t asked for: stop optimising for views. Start optimising for minutes viewed.

Paid algorithms do exactly what you tell them. Optimise for views and they find the cheapest people in the world who will trigger a view event, even if they watch for one second. GOD TV was quietly building an audience of disengaged users with no real link to the mission.

We built granular video tracking to capture actual watch time, then fed that back to Meta and told the algorithm to find people who would watch for longer. A one-hour view is worth substantially more than a one-second view, not just as a metric but because it represents a real person engaging with the message.

That depth of engagement is what turns a viewer into a donor, and a donor into a long-term supporter. Changing what we optimised for changed the quality of the audience GOD TV was building. That compounds.

The results

Q1 2026, year-on-year:

• Paid social donations up 250%. Built from a standing start. No prior activity, no baseline. Not an improvement on what existed. A new revenue stream.
• VOD viewers up 250%. Driven by a meaningfully more engaged audience, not just a larger one.

What the numbers don’t fully capture: GOD TV now has a conversion-optimised donor journey that works harder for every pound of media spend, a VOD strategy that builds real depth of audience rather than surface reach, and a measurement foundation underneath everything else. Those aren’t quarterly wins. They compound.

US expansion is underway. The biggest chapter is still ahead.