Campanie
General Information:
Strategic approach:
| Strategic approach: |
Orange Romania aimed to consolidate its position in the highly competitive telecom market by transforming more Prepay and Postpay customers into active users of the My Orange mobile app, positioned as the unique and best tool for comprehensive customer account management. In a context where telecom brands struggle to maintain consumer attention amidst app overload for multiple service categories, the main challenge was the market presence of various quick payment methods with easy access that do not require a user account (e.g., offline payment points, online recharge services, and payment options available in internet banking apps). Additionally, the younger audience is increasingly challenging to engage and convert into loyal customers, considering the average attention span is 12 seconds for Millennials and 8 seconds for Gen Z. In order to tackle these challenges we built a strategy around three communication pillars, developed on three products customized according to the users’ relationship with the brand and the main loyalty tool, the My Orange app: - Bonus Pocus: Addressed to Prepay users, young people with low brand commitment (rechargeable credit valid for one month), experiencing the brand through a fun game where they are rewarded with bonuses for each game round and each recharge. - Thank You Points: The brand's reward for loyal Postpay customers, offered upon each bill payment for services. - Pinata Party: A prize draw addressed to both categories of Orange customers, exclusively available in the mobile app, also allowing the accumulation of additional Thank You points or Prepay Bonuses. We applied the media strategy by distributing ads across all social media platforms (Facebook, Instagram, TikTok, YouTube) and advertising channels (Google Display Network, Programmatic, and App Stores), proportionally planned according to their importance for each audience category, additionally applying extra layers of interests and behaviors specific to each audience segment. Efficiency was maximized through AI bidding strategies that continuously adapt and refine results throughout the campaign. The algorithm analyzed key events triggered by each user type along their journey, enabling precise optimization tailored to both Prepay and Postpay segments. |
Execution:
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