Digital Campaigns for Nordic Telecom
Nordic Telecom
To fight the strongest brands through digital campaigns
Relative brand lift
users with increased brand awareness
Challenge
We stood up to top three
In the Czech telecommunications market, cards are seemingly dealt. We have the biggest three operators and then a lot of alternatives, which few people really know. This was also the case with Nordic Telecom. Our goal was to change this state of affairs, in this case in the area of providing Internet services.
The client provided us with the creative, so our goal was to come up with a digital campaign with a sophisticated strategy and thus increase brand awareness. In other words, let the creative shine to be as effective as possible. It took work, but the results was worth it.
How to
When you know, where you target
We focused on the largest cities in the Czech Republic (due to the coverage of the operator) and as a target group we defined men and women from 18 to 54 years of age selected by:
Interests, eg technophiles, gamers, phone enthusiasts, etc.
Purchase interest
Life events most often associated with moving, because that's when people usually deal with activities such as Internet acquisition
Custom targeting, such as site visits and keywords searched for
We created 2 separate sequential YouTube campaigns in which 2 sets of videos were used. Each campaign had 4 sequences: Users were shown a non-skippable 18s vide (hero video) followed by three 6s bumpers.
Non-skippable (TrueView Non-Skip) video was chosen because the brand of the client was only shown in the end of the video. If the users would skip the video, they wouldn't even know if they saw the ad. Which would be money out of the window for our client especially for a campaign that is supposed to increase brand awareness.
Since we wanted to also measure Brand Lift 2.0 Google advised us not to use too niche audiences. That's why we used several target audiences with specific geolocal targeting.
Impact
A measurable success
We are glad that we delivered really great results for our client. Using just to the YouTube which reached 900 000 users, we were able to lift the brand awareness in 352 000 users who were not familiar with the brand before.
Before the launch of the campaign brand awareness of Nordic Telecom in the target group was around 21%. And after the campaign? Almost 37% of users reached by the campaign said they were familiar with the brand. The growth was consistent across all the age groups.
Most impressions (approximately 60 %) were recorded by the audience "internet connection", which are users searching for relevant search queries about internet connection.
The price for one "lifted user" (i.e. the one for whom the advertisement increased brand awareness) was 0.66 CZK.
Results of this campaign were above average even amongst brand campaigns we previously ran for our clients.
An important fact in conclusion of the campaign. We have proved that brand is best built through videos. Why? Because the users interact with it much more and the emotional reach is more severe compared to banner or search engine ads. Thus brand awareness is built much easier.
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