What was the goal?
Telkom aimed to increase awareness of their newest services for customers, encompassing voice, data, and devices. Additionally, they sought to actively alter brand perception and ultimately expand their share of voice in comparison to competitors.
Telkom wanted to dominate conversation spaces on Twitter
Solution:
- Aligning Telkom with Youth and Comfortable Families segements: We identified the right target audience for Telkom's on Twitter, which became the bedrock of the proactive advertising process. Customer archetypes were then created and sample conversations are collected.
- Turning conversation into keyword strategy: After a varied selection of sample conversations was gathered, a comprehensive list of keywords and combinations were generated to encompass the various types of online discussions Telkoms' potential customers were engaged in.
- Building personalised messaging: Armed with conversation samples, customized advertising copy was crafted in three layers. The first layer consisted of a friendly salutation that connected with users on an equal level. Next came the introduction of the product as a tailored solution to their potential needs. Finally, a call-to-action was included to direct users towards points of acquisition
Results:
- 117 105 unique Twitter interactions were delivered to the target audience.
- 12 979 potential leads generated for prepaid and VAS products generated.
- 1 224 283 total engagements generated
