The Challenge
Movistar, a leading telecommunications provider, sought to expand its market share and strengthen its brand presence through effective digital marketing strategies. Their primary goal was to increase customer acquisitions while optimizing budget efficiency and maximizing return on investment. This included not only driving sales but also improving customer retention.
Movistar needed to find a cost-effective way to reach a wider audience and generate qualified leads within a competitive market. They aimed to increase conversions and acquisitions while maintaining a stable cost per click and ensuring efficient budget allocation.
The Objective
Movistar's objective was to drive a significant increase in customer acquisitions through digital channels, specifically focusing on lead generation. They aimed to achieve this while controlling costs and maximizing the return on their marketing investment. The goal was to boost sales, improve customer retention, and solidify their brand presence.
The Strategy
Movistar partnered with Aleph and Havas teams to develop and implement a robust audience network campaign strategy involving:
Audience Targeting: In a collaborative effort, the objective was to identify key audience opportunities. Aleph provided support and guidance, leveraging platform capabilities to personalize targeting through bid modifiers, creating a "tailor-made" strategy. Ongoing optimization was implemented based on campaign results, refining the approach over time. Contextual targeting was also employed to ensure ads appeared on relevant websites and within appropriate content.
Platform Selection: The campaign focused on leveraging Microsoft's audience network and partner placements. This provided access to a wide range of high-quality inventory across various websites, apps, and devices. Strategic partnerships were also explored to expand reach and access niche audiences.
Creative Optimization: Guidance and recommendations on best practices for utilizing dynamic creative optimization (DCO) within the platform were implemented. This DCO capability facilitated ongoing optimization of ad elements and messaging by the platform itself.
Campaign Management & Optimization: In a joint effort, guided by Aleph's support, the Havas team implemented and managed the campaigns. Aleph provided strategic recommendations on campaign management, including bid optimization, budget allocation, and performance monitoring. Regular reporting and analysis were provided to Movistar, offering insights into campaign performance and areas for improvement. Conversion tracking was implemented to accurately measure the effectiveness of the campaigns and attribute conversions to specific ad placements.
Strategic Partnerships: Aleph leveraged its strong relationships within the Microsoft ecosystem to secure premium placements and maximize campaign reach. This included collaborating with key partners to develop co-marketing initiatives and expand the campaign's footprint.
The Results
The implemented strategy brought exceptional results for Movistar. Key achievements include a significant +374% increase in conversions QoQ in the first semester of 2024, an important +127% increase in absolute click response and a +105% variation in conversion rate.
These impressive results allowed Movistar to scale their investment while maintaining strong campaign performance. The increased conversions and efficient budget spend significantly strengthened their brand presence within the telecommunications industry.
The campaigns demonstrated a significant lift in CTR while maintaining a stable cost per click, showcasing the efficiency of the strategy.
“Audience campaigns complemented our marketing strategy, delivering incredible results. The performance was notable in the escalated growth of conversions and acquisitions. It's a truly outstanding format to keep within our digital marketing planning.”
