"Net Media Planet created a great result through this campaign. They beat search engine PPC results, created a +50% increase in activation rate and also brought us new customers at the right cost. It’s a smart company, with helpful people with great ideas!"
Despina Kokkaraki, Online Propositions Manager, O2
Background
To find a new way of driving sales for O2’s free SIM card offer (free texts and calls to other O2 customers) from their target market of 16-24 year olds.
Objective
To increase sales of the offer through advertising that tapped into the interests of our target audience - namely music and socialising - while keeping consistent with O2 brand values.
Our Approach
Using the YouTube video targeting tool - in conjunction with our proprietary technology platform, Mercury - we ran a series of complex campaigns where we scheduled O2 ads to run on video footage of popular artists that would resonate with our target market - such as Rihanna and Black Eyed Peas. As YouTube content is dynamic, the media plan was refreshed regularly to keep up to date with the latest videos.
Results
Over the course of the YouTube campaign there were 4 million views of the ads. Signups from the YouTube campaign outstripped search engine PPC sales by +1103%. All this was accomplished whilst beating our cost per acquisition targets by 10%.
