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#Verizon Case Study #Hispanic - WARC picked the Verizon/Lopez Negrete effort as an example of the most effective strategies to help tackle key marketing /sales challenges in 2012 (not only Hispanic but overall).
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© Copyright Warc 2012. All rights reserved
Increase Sales (US Telecom Services)
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AT&TWorld’s loudest pep rally
(USA, 2009)
Telecom services
Engage 18 to 24-year-olds in order to boost awareness and interest in AT&T wireless services following a merger
Leverage existing college sports sponsorships to activate the audience with
a nationwide competition
Gain 39% purchase and recommendation intent
Qwest CommunicationsLa Aventura(USA, 2009)
Internet service provider
Position the brand as a single-source provider of communications and entertainment for the Hispanic community
Create a direct mail campaign relevant to both recent immigrants and acculturated Hispanics
Achieve a sales rate of 17.7%
Verizon FiOSEnciédete FiOS
(USA, 2012)
Telecom services
Create awareness and differentiation fora 100% fibre-optic telecom service in the Hispanic community
Identify tech-savvy Hispanics and engage them with a multi-channel campaign
Build awareness and reduce cost of sales calls
Comcast DoubleClick DFA – Omniture Genesis integration(USA, 2010)
Online advertising
Improve the efficiency of online advertising by tracking view- and click-throughs
Merge agency and client analysis tools in order to get a complete, accurate picture of the user journey
Increase display ad productivity by 134%
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Four ways to Increase Sales (US Telecom Services)
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Verizon FiOS: Enciéndete FiOS (USA, 2012)
What was the challenge?
To create awareness and differentiation for Verizon FiOS – a 100% fibre-optic telecom service – among the Hispanic community in order to improve sales call efficiency, increase engagement and build loyalty.
What was the solution?
Conduct two waves of research to gain an in-depth understanding of the Hispanic community and identify a target audience of tech-savvy “pasionistas”.
Create a three-part strategy to address pasionistas’ desire to be connected and in-the-know, using communications to instil curiosity, create desire and build bridges.
Use a full range of channels to build awareness, increase engagement and drive purchase intent, leveraging the 100% fibre-optic point of difference to address the audience’s desire to always be connected.
What were the results?
Awareness increased by 24% and website engagement grew by 160%.
Improved sales call volumes by 121% and reduced cost per call by 49%.
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Comcast: DoubleClick DFA – Omniture Genesis integration (USA, 2010)
What was the challenge?
To increase the efficiency of Comcast’s online display advertising by tracking view-throughs (e.g. when a consumer sees a click-through ad but instead of clicking follows a different route to the site) in addition to tracking click-throughs.
What was the solution?
Integrate the digital agency’s online analytic tools into the Comcast site in order to allow the digital team to track the consumer journey from ad view through to Comcast.com.
Use these tools to gain a clear picture of each user’s exact path and behaviour from initial ad view through to site visit and/or purchase.
Analyse the impact of view-throughs and discover that they generate five to ten times more orders than click-throughs, and learn that display delivers 3% of orders.
What were the results?
Improved the strategic positioning of display ads leading to a 134% increase in site visits.
Increased acquisition from display ads by 615%.
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Qwest Communications: La aventura (USA, 2009)
What was the challenge?
To position Qwest as a single-source for the communications and entertainment needs of the Hispanic community in order to increase sales and loyalty, and overcome the negative perception that telecom service bundles pushed unnecessary products.
What was the solution?
Identify that the Hispanic market was divided into groups of Spanish-speaking recent immigrants and acculturated bilinguals and that marketing needed to engage both.
Appeal to both Spanish-speakers and bilinguals with a direct mail campaign featuring a comic book starring Hispanic model, actress and social commentator Claudia Molina.
Use the comic book theme of heroism to affirm Hispanics’ family values and position the brand’s service bundles as a way to stay connected and integrated.
What were the results?
Achieved a final sales rate of 17.7% from the direct mail campaign, over two-and-a-half times the rate of Qwest's direct marketing campaign for the general market.
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AT&T: World’s loudest pep rally (USA, 2009)
What was the challenge?
To engage the elusive 18 to 24-year-old college student audience and drive awareness and engagement with AT&T in order to promote the brand’s improved wireless services and iPhone offer following a merger.
What was the solution?
Run a national competition for students to win a concert by top-selling live act the Dave Matthews Band and leverage it using the brand’s existing college sports sponsorships.
Encourage wireless engagement by activating students to use texts, audio and video clips, emails and photos to invite the band to their college.
Run a multi-channel campaign to build awareness and drive engagement. Communicate with TV ads on relevant channels such as MTV and VH1, as well as using online, radio, social media and student-driven PR.
What were the results?
Achieved 100% participation by eligible colleges, with over 3.3m student “invitations”.
Increased the purchase and recommendation intent of 39% of the participants.
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