How we used content relevance to increase pack activations for a telco
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The Challenge
The Data Market is highly competitive. Our client being the 3rd player in the market meant that the competitors had significantly high budgets. Standing out among thousands of data ads and capturing attention by breaking through the clutter was the biggest challenge at hand.
Approach
Context and Insight
The product CliQ offered by our client HUTCH was a time-based internet solution. The concept of the product made it most ideal for customers with a high data usage lifestyle. We identified the following segments to appeal the most.
• Binge Watchers/ Movie Buffs/ Music Lovers
• Gamers
• Work from Home Professionals
Highly Relevant Content
The best way to breakthrough the clutter was to create highly relevant content and make them specific to each of the identified segments. Our performance marketing experts structured campaigns via programmatic media buying to distribute these to the relevant audiences.
Content Sequencing
Based on engagement triggers, each audience was delivered with a sequence of relevant content with the objective of creating awareness and nurturing intent
Key Results
Increase in CTR by 41% and contributed to a pack activation growth of 11.6%
Thirukumar Nadarasa
Former CEO
Hutchison Telecommunications Sri Lanka
Kosala Hewamadduma
Global Marketing Head
Upfield Member of Asia/Africa/Middle East Leadership Team
Leroy Ebert
Chief Growth Officer (CGO)
EFL 3PL Sri Lanka
Amith Gurung
Deputy General Manager
Jubilant FoodWorks Ltd (Dominos)
Shehani Liyanage
Marketing Manager - Upfield Sri Lanka/Maldives
Astra Sri Lanka
Ahamed Ikram
Manager - Operations
Emerald International (Crocodile/Emerald)
Promodh Kahandaliyange
Shopper Activation Lead (APAC)
Fonterra
Thishani Dissanayake
Asst.Vice President/Head of Marketing
Union Bank of Colombo PLC
Ikraam Reyaz
Co-Founder
SFL Tech Limited, Dubai
Ramzeena Morseth Lye
Former Chief Marketing Officer
Hutchison Telecommunications Lanka
Thushan De Alwis
Senior Brand Manager
Perfetti Van Melle Sri Lanka (Center Fruit, Mentos)
Gayan Lakshan Perera
Category Manager
Kitchen & Small Appliances - Singer Sri Lanka PLC