ROI Facebook

Objectives

With the Australian telco category oversaturated, resulting in less quality leads and driving down returns cross the entire market, Optus needed a new lead generator to go up against long-term leader Telstra. The objectives were to drive attributable leads at a better ROI than existing direct response channels while leveraging

Optus’ leading personalised service, convert mobile phone offers to contract handset sales and create a new direct sales option for Optus moving forward.

Campaign

SMG developed a data-centric approach to connect mobile users with relevant personalised mobile phone offers for conversion to contract handset sales using social media. The challenge was to predict the next purchase and identify the exact date consumers access a new handset. SMG identified it was the day phone users downloaded the Facebook app. Combining this data with the Optus database offered a powerful data set that allowed the agency to target each user individually in social media as a new prospect for retention or upsell, with a total 3.2 million users exposed to the campaign. Communication was customised by individual logins, behavioural activity and handset data to create the model. By using the Facebook app unique IDs crossreferenced with Optus, records grouped customers based on their contract expiry point. A super data set of

ID plus handset brand plus phone model plus contract expiry point allowed the agency to determine lapsed and current customers individually.

Results

On a limited budget of $250,000, an additional 200,000 visits were driven to the site versus the previous 12 months, and successfully converted a further 10% of site visitors. Optus’ Facebook page was two times more likely to convert to customers and 75% of real-world sales were driven by Facebook. The initial ROI goal of 2:1 delivered five times the business success, with an ROI of 10:1. The personalised messaging converted sales more efficiently, with the actual cost per acquisition equating to 16 times more efficient than would have otherwise been credited.

Judges Comments

A ridiculously insightful piece of targeting that generated a real, ‘I wish I had come up with that’ feeling amongst the panel.