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Case Study
The Challenge
G.Network is rolling out full fibre broadband across London with a strong customer proposition, yet they have zero unprompted awareness in a highly competitve category.
The Insight
The consumer journey for fibre is short and predictable - communication to people who can't receive the service is wasted money.
The Solution
A data-driven strategy and full integration with G.Network's Salesforce platform to inform:
A street-by-street media strategy - a rolling module of activity
Opportunities identified down to individual household level
Highly visible only to consumers / businesses in streets which can connect to G.Network
The Approach
A 6 stage approach to delivering 100% connectivity for G.Network:
1. Start with the data - customer & location
2. Enrich with 3rd party data
3. Customer segmentation for bullseye audience
4. Channels assigned across the funnel
5. 360 degree measurement back to sale
6. All optimised to a single CPA
The Result
We exceeded all KPIs for the campaign, delivering an ROI 20 times greater than their previous campaign.