Data Revolt Agency - Orange Love

Category: Best Performance Campaign

Client: Orange Romania

Year / Domain / Status: 2018 / Telecom / Shortlisted

Strategy description:

Orange was perceived as a mobile services provider and mobile devices retailer. With Orange Love, the business challenge was to change the public’s perception about the company, make it understand that Orange also provides cable TV and internet through fiber in the same pack. At the same time, another challenge was to drive leads - potential Love customers. Translated into digital brief: our challenge was to deal with multiple targets, each of them with different characteristics/interests and figure out the hook for switching to a simple integrated solution from separate services from different providers. Approach: One of our beliefs as a performance company is that precise targeting, customised to our public’s needs, means money well spent, higher impact in sales and happier customers. Thus, we decided to split the generic defined customer into a large number of segments, based on: Orange client data what they are looking for what providers they are using Thus, we came up with a list that included segments like: Orange clients/non-clients, competitors’ clients, people in search for cable TV, internet related queries, fiber services, mobile plans or smartphones. Our plan was to create sets of campaigns for each of these segments, each one with a specific approach determined by the potential need of the customer. Instead of using a single/ standard message, we planned to grab their attention with a custom message and then walk them through the entire experience of using all services from a single provider - under Orange Love. Being a heterogeneous target, we had to address multiple segments of users keeping in mind a holistic approach - making sure we covered both brand awareness and leads generation. Segmented target: Competitors’ clients - reach them by using an audience based on the service provider Orange clients - people who already use Orange products Visitors of Orange website - targeting users who already showed an interest towards Orange products by visiting the website The audiences were created in multiple steps approach: starting from their online behavior, included those who verified their eligibility, but did not complete the registration, based on their viewing habits on our YouTube channel Potential clients - we did not have details about them, not sure if they are interested to change their current provider, so for them we used YouTube and GDN campaigns in order to let them know about the new offer: Orange Love Added an extra layer: the mobile approach of the customer - call center, call extension, dedicated phone number promoted through AdWords campaigns Clients who are in the eligible areas - targeting people filtered by browser location (obtained through Google Tag Manager)

Execution:

For each of these segments we created customised deliverables: video testimonials, video ads, bumper ads, search ads, call only ads, sitelinks, call extension, callouts, image ads, responsive ads, Gmail ads. Tactical campaigns: Search campaigns + Remarketing Lists for Search Ads + call only ads - we made sure we captured all searches based on TV, fixed internet and mobile related queries. Furthermore, in order to drive leads, we added remarketing lists in our search campaigns and increased bid for them to make sure that the users who already visited our website will return and finally convert. Having a dedicated phone number we also used call only ads to facilitate the eligibility verification on mobile by directly calling Orange instead of filling the form online. Display - driving awareness for the new offer was an essential part of the whole campaign. We used GDN campaigns to achieve awareness and to find the best segments of users. For this purpose we chose Audiences, Keywords and Placements as targeting methods. RMKT on Google Display Network - re-engaging with our users was key for us, which is why we used remarketing campaigns from the beginning of the Orange Love campaign. We segmented users based on their behaviours and showed them relevant ads in order to convince them to return to the website and fill in the form. We also used Analytics based Audiences to reach people depending on the step of the funnel were they abandoned. Furthermore, we defined a list of users that searched in site using the search bar and another list of users that use a competitor service provider and visited Orange Love landing page. Gmail ads - for a deeper segmentation, we used proprietary database with emails in order to show ads to the most relevant users that were most likely to be interested in Orange Love offer YouTube + YouTube RMKT - promoting the new offer on YouTube was an important step in our strategy. We had two approaches in our video campaigns. The first one was promoting the main video, the one in which we presented the new offer and its advantages and in the second one we showed pieces of content from the TV channels that are included in our offer, targeting according to the materials presented (e.g. sports, movies, cartoon - sports enthusiasts, movie lovers, parents). Our focus was also on remarketing on YouTube using lists based on website visitors as well as YouTube users and customer lists. As per formats we used in-stream, discovery ads and bumper ads.

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