Always close - Proximus | Effie case 2018

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Proximus - Always close

Always close

Bronze Effie
Digital Media Mention
Proximus - Pivott - Digipolitans
Telecom

Proximus - Always close

Always close

Bronze Effie
Digital Media Mention
Proximus - Pivott - Digipolitans
Telecom

1. MARKET SITUATION

Back in 2015, Proximus was missing digital sales opportunities. When consumers searched for Samsung devices, Google returned Mediamarkt, CoolBlue or Telenet links. When searching for Netflix, they received Netflix or HLN links. This whilst Proximus uniquely offers Netflix directly on Proximus TV.

When searching for Netflix, they received Netflix or HLN links

2. OBJECTIVES

The challenge was to boost e-sales whilst building the brand... or in consumer language: how to be always close, when and where it matters?

From research, we identified the main audiences of interest:

  • Movies & Series lovers
  • Football lovers
  • Device interested
  • Mobile, Internet & TV Subscription interested

Tangible KPIs came down to 2 critical objectives:

  • Delivering sales growth
  • Building brand engagement
2017 full year KPIs KPI  
Clicks to Website +5%
Clicks to Order +10%
Share of Engagement > 40%
> Telenet, Voo and Orange
Unique Reach +10%
Cost per Engagement -10%


The sales objective translated into '+5% clicks to web' and '+10% clicks to order' are critical KPIs. This means that the double digit end result is driven by consumer inflow combined with a better conversion rate via the quality of the inflow. This is a huge challenge in a mature and competitive Telecom market with strong competition like Telenet en Voo present, and on top a strong international player like Orange entering the marketing (knowing that a new player mostly leads to sales pressure).

Conversion rate

The brand building objective translated into 'Share of engagement' and a combination of '+10% unique reach' with '-10% cost per engagement'. This combination requires that media supported digital creative needs to be consumer engaging... ie that is effective digital creative. The share of engagement ambition was to grow from 30% end 2015 to more than 40% in 2017. This meant passing Telenet, which was - and still is -a solid marketing company with a remarkable track record.

3. STRATEGY

The challenge required a structural evolution of the communication strategy. To gain insights we launched a test case with the objective to double Netflix sales.
It revealed 3 insights:

  1. Data driven detection of potential consumers may reveal unexpected audiences to INSPIRE. Up to then we targeted nestleavers but discovered that 50% of consumers looking for Netflix also looked for kids content.
  2. Relevant content increases traffic to the Proximus PROPOSITION.
    SEO was optimized by creating 40 different landing pages on the Proximus website based on content linked to the 40 most viewed Netflix series.
  3. Relevant dynamic promotions increase CONSUMPTION.
    Including the relevant content in a promotional offer illustrated this in the Netflix case.

The results of the test case were spectacular: Netflix subscriptions via Proximus increased 6x versus a 2x objective. On top of that, we observed a boost:

  • The conversion ratio went up from 4% to 14%
  • The acquisition power (new web visits) reached 72% versus 40% benchmark

Proximus - We validated the strategy in market - Netflix test

We rolled out this new strategy called IPC (Inspiration, Proposition, Consumption) structurally in the organisation, created 3 new roles (content manager, journey planner, performance manager) and started building digital communication journeys.

Proximus - We digitalized the Proximus communication and media strategy

By using data from sponsoring, CRM and own channels, we linked all OESP components (Owned-Earned-Shared-Paid), leveraging SEO/SEA, dynamic bannering, video, games and building remarketing audiences via Doubleclick.

This higher targeting accuracy allowed to divide the Cost per Acquisition by 6. Throughout the journey, building on data intelligence, creatives were adapted.

Illustrations

INSPIRATION: Grandparents, Families and Millennials received different versions of the video leveraging family magic at Christmas.

INSPIRATION: Grandparents, Families and Millennials received different versions of the video leveraging family magic at Christmas

PROPOSITION: consumers received a Facebook carousel adapted to their passion: movies & series versus. football versus. kids.

PROPOSITION: consumers received a Facebook carousel adapted to their passion: movies & series versus football versus kids

CONSUMPTION: an adapted promotion was launched to consumers living in Limburg and the mobile device promotion was creatively adapted to the device brand used.

CONSUMPTION: an adapted promotion was launched to consumers living in Limburg and the mobile device promotion was creatively adapted to the device brand used

4. RESULTS

A thorough dashboarding was essential to track and optimise performance.
The results were phenomenal. 3 highlights:

  • Clicks to order: +24% versus +10% objective
  • Share of engagement: Proximus overtook Telenet in the North from 22% to 50% and distanciated Orange and Voo in the South from 50% to 65%
  • Cost per engagement: decreased with -67%, delivering a positive ROI as advertising budgets decreased by 10% versus 2017!
2017 full year results KPI Results
Clicks to Website +5% +5%
Clicks to Order +10% +24%
Share of Engagement > 40%
> Telenet
> Voo
>Orange
57 %
Yes
Yes
Yes
Unique Reach +10% +17%
Cost per Engagement -10% -67%


The digital performance of Proximus was recognized with a Digital Dominance Award, a Gold Amma and an Effie Award.

Overall conclusion

As the Effie awards brands whose communication effectiveness, isolated from all other influencing factors, generate outstanding business and brand building results, then one could easily agree that this Proximus case is a true ambassador of the Effie spirit.

Within an ultra-competitive environment such as the telecom market, it is a truly exceptional performance for Proximus to be able to overachieve by far both sales and communication objectives, and not only once over a short period but over a whole year. Additionally, with a lower media spent in 2017 versus 2016 and 2015. A true ROI winner.

The foundations of this success are clear : thorough in-depth data analysis, the setup of a sound test case (Netflix), a companywide implementation of digital customer journeys following the the IPC model (Inspiration, Participation, Consumption) with new roles in the communication team, and a perfect execution with a smooth partnership between Proximus and the Change Agent (Digipolitans), the Digital Creative Agency (Pivott), the Media Agency (Space) and the Adwords Agency (Semetis).

There have been no significant other parameters which have impacted the results.

For marketeers, this case is clearly a new and inspiring guideline in digital communication to connect with consumers where and when it matters.

CLIENT
Proximus
Kristine Verhelst

Kristine Verhelst has an extensive expertise of more than 20 years in the marketing and communication space. After completing a commercial engineering degree at KUL and a Postgraduate degree in Mathematics Applied to Management at ULB she started her career in marketing at Henkel Belgium.
On the back of several marketing jobs she was appointed Media Manager for Henkel Benelux. Passionate about all media matters, she later became Deputy General Manager at Initiative Media to pursue her media track as Head of Media & Production at Proximus.

Proximus - Kristine Verhelst

AGENCY
Pivott
OLIVIER VAN DUYSE

As Chief Technology Officer of Pivott,Olivier is skilled with in-depth marketing experiences and a passion for digital technologies. He works closely with different teams to ensure consistency through all digital marketing channels and to connect this full approach to social media. He's a big fan of the see, do, think & care business framework with a clear view on customer journeys and a consumer focussed approach. Providing forward-thinking ideas to build and maintain a strong company presence on digital and to drive all digital marketing efforts to achieve your business objectives. His daily vocabulary contains: AI, Dynamic, Programmatic Creative, Machine Learning & Realtime.

Pivott - Olivier Van Duyse

CHANGE AGENT
Digipolitans
Christophe Glorieux

Christophe Glorieux is managing partner and Founder of Digipolitans. He is a respected executive with almost 20 years expertise in transforming bricks and mortar companies into agile omnichannel marketplaces.
In 2014 Christophe founded Digipolitans to support a larger scale of companies to make digital transformation happen : break the silo's, educate managers by doing, install full customer journey data driven thinking and execution, install an agile way of working with squad teams and dito approach.

Pivott Digipolitans - Christophe Glorieux