Audience analysis plus tailored communication adds up to a competitive advantage for 3
Active in 10 countries and offering mobile services including phones and broadband to both private customers and companies, 3 is a world-leading mobile operator specialising in 3G. Keybroker took over 3’s search account from another agency. Results with this agency had been in line with 3’s expectations, but they liked Keybroker’s proposal and decided to take a chance on improvement.
Keybroker’s challenge was to take an account that was already performing well and try to squeeze even more success out of it. In order to register significant improvement however, the team believed it was necessary to rethink its whole setup. Instead of making small changes that were likely to yield only small improvements, Keybroker decided to take a risk and completely restructure 3’s account.
After analysing the existing account, Keybroker identified its weakness: it didn’t speak to each target audience with customised communication but rather applied the same message and tone of voice to everyone.
The team analysed 3’s audience and divided it into a number of different “personality types”. The new account was structured around these, allowing Keybroker to easily reach out to each segment with a tailored message that was both appropriate and relevant to individuals within the group.
Results
Since implementing the new Keybroker campaign based around specific audience groups and tailored communication, 3 has achieved a 43% increase in orders and a 25% decrease in customer acquisition cost. Through this savvy new approach, 3 has notched up a return on investment of 25% overall. Originally hired to handle 3′s search advertising, Keybroker is now handling their Facebook advertising as well, using the same winning strategies to gain even greater order volumes at lower cost.
