The global telecom industry was valued at $1,657.7 billion in 2020 and is further expected to grow at a CAGR of 5.4% between 2021 and 28. The increased spending on the deployment of 5G infrastructures due to the shift in customer inclination toward next-generation technologies and smartphone devices is one of the major reasons that is driving growth in this industry.
However, benefiting from this boom would require telecom companies to come up with excellent marketing strategies and execute them on relevant marketing channels available today. In today’s cut-throat competition, they also need to back their strategy with solid content just like these three brands did with their Facebook campaigns.
1. TNT
TNT is a Philippines-based cellular service provider that is known for its low-cost packages for a range of telecom services, including calling, texting, and data usage.
Their Objective
TNT sought to create a buzz around its latest prepaid data offer, TNT Double Giga Video, by reaching an audience that enjoyed watching long-form content.
Solution & Approach
TNT ran a standalone campaign of Facebook in-stream video ads, which appear as short breaks within longer-form content from video creators and publishers on Facebook. TNT’s 30-second video ads featured bright and energetic creative that showcased a woman watching her favorite series on her phone and reacting upon seeing her favorite actors.
To plan and execute the month-long campaign, TNT teamed up with digital media agency Wavemaker. TNT used the video views ad objective as well as ThruPlay ad delivery optimization and targeted ads to people in the Philippines in the age group of 18-40.
The Result
The Facebook campaign performed quite well for TNT and resulted in a 7.6-point lift in ad recall along with a 9.3-point lift in brand awareness. Also, the videos were watched at a completion rate of 74%.
2. Globe
Globe is one of the most popular telecom companies in the Philippines and offers broadband services across the country.
Their Objective
Globe wanted to expand its market share in the Philippines by generating more leads for its broadband offering.
Solution & Approach
Globe came up with a bot for Messenger hoping that it would help it in more lead generation for its broadband services. The telecom company ran ads that click to Messenger in serviceable areas in the Philippines to reach people looking for broadband services. The ads also consisted of a video that explained how to enable broadband connections in three easy steps via the bot Messenger.
Globe collaborated with Innovantage, a Facebook Marketing Partner, to create the bot. The campaign ran for three months from April to June 2019 and focused primarily on Filipinos over the age of 20 in serviceable areas where Globe’s offering was available.
The Result
Globe’s Facebook campaign performed outstandingly well and led to a 3X increase in leads compared to online channels within the same period. Also, Globe observed a 10X growth in chat engagements at a 50% lower acquisition cost.
3. Samsung Taiwan
Samsung Electronics is headquartered in Seoul and produces a vast portfolio of tech products and solutions.
Their Objective
Samsung sought to establish itself as a leading brand within Taiwan’s newly launched 5G market for which it wanted to run a wide-reaching campaign that would engage audiences across the entire consumer journey.
Solution & Approach
Samsung teamed up with Facebook Creative Shop and media agency Starcom to identify a way to boost brand awareness and promote its new product- Samsung Galaxy Z Fold2 5G. It created the #UnfoldtheUntold- an inspiring, multi-phase campaign that invited consumers to discover the potential of 5G with Samsung.
The campaign consisted of a series of mobile-first video ads that had a futuristic tone and an air of mystery and intrigue. The ads featured influencers using the Samsung Galaxy Z Fold2 5G while they talked about the benefits of 5G. Samsung then re-cut these ads into 15-second videos and anchored each ad with a defined message to highlight the product features or drive traffic to the brand website.
The tech giant then commissioned brand lift and conversion lift studies to gauge the efficacy of the campaign across its three major objectives i.e., increasing top-of-the-mind awareness, increasing the conversion efficiency of its ads, and lifting mind share among its target audience.
The Result
Samsung Taiwan’s Facebook campaign exceeded its expectations and resulted in a 15-point lift in ad recall and a 4.2-point lift in message agreement. Also, the purchase consideration for Samsung’s Galaxy Z Fold2 5G was enhanced by 4.2 points.
Bottom Line
Despite the emergence of a plethora of marketing avenues, Facebook easily remains the most sought marketing platform for most brands. With its various features like mobile-first video ads, Meta Business Partners, and its messaging service, Messenger, Facebook offers brands plenty of marketing options to choose from. However, to capitalize upon the potential of this excellent marketing avenue, brands need a combination of solid marketing strategy and impressive content, which can help them create maximum impact.