Selling international channel packages in the US requires much more than paid media; it requires a sense of belonging. During the many years we served as Sling TV’s strategic agency for the Brazilian market, our main challenge was clear: how do we make an American streaming platform the number one, trusted, and culturally relevant choice for immigrants who want to consume content from their homeland?

The challenge wasn’t technological; it was about connection. To solve this, we operated a 360º strategy tackling the brand’s main acquisition and retention bottlenecks within the community:

• Problem 1: The “Coldness” of a 100% Digital Product. A streaming service is invisible. How do you generate local trust and physical presence?

  Our Solution: Brand Activation and Offline Presence. We took Sling TV beyond the digital realm and into the streets. We established strategic partnerships and managed the brand’s physical presence at events across the US (from setting up booths to hiring and training local Brand Ambassadors). The Brazilian audience began to see and physically interact with the brand in their own communities.

• Problem 2: The Language Barrier in Sales. The commercial team needed ammunition that resonated with the Brazilian consumer profile.
  Our Solution: Sales Enablement and Cultural Campaigns. We didn’t just manage social media; we created comprehensive advertising campaigns and developed all sales support materials with the exact cultural code required to convert the end customer.

• Problem 3: Managing Seasonality Peaks and Cultural Phenomena. Brazilian entertainment consumption is driven by the emotion of the moment (soccer, reality shows, and cultural festivities). How do you turn cultural urgency into a spike in subscriptions?
  Our Solution: Opportunity Campaigns and Media Partnerships. We developed exclusive, agile, and tactical campaigns to cover cultural phenomena like Big Brother Brasil (BBB) and Carnaval, periods when platform sales skyrocketed. In sports, we set up special real-time “War Rooms” during the World Cup to capture subscriptions at the exact moment of peak demand. To maximize this reach, we worked side-by-side with the biggest broadcasting networks in the niche—such as Globo Internacional, Record Americas, Band Internacional, and beIN SPORTS—perfectly synchronizing our acquisition campaigns with the exact programming schedule the immigrant audience desperately wanted to watch.

The Result and the Expansion of the Cultural “Playbook”

The excellence in delivery, flawless logistics, and corporate rigor in operating the Brazilian market consolidated a multi-year partnership. The success of our localization and engagement model was so strong that Sling TV expanded our scope.

Throughout our contract, EyeSea not only led the Brazilian account but was also brought in to execute campaigns and develop visual and strategic assets for the platform’s exclusive soccer page, as well as for the complex Indian and Arab markets.