Vodafone is a leading telecommunications company in Europe and Africa.
Campaign Goal:
Bring qualified visits to the Vodafone product page and meet or beat two specific KPIs: a maximum CPC price and a 1.4% CTR.
Challenge:
The campaign was for Vodafone’s Double Play service which is target to more price sensitive consumers. Segmenting households motivated by affordability is difficult to do with traditional third party data sets.
The Solution
Digiseg suggested an audience segment of households in the lowest 20% income bracket, consumers who rely on low cost options.
Results:
The Digiseg audience data delivered unprecedented results:
- CPC 5.4x lower than goal
- CTR 54% higher than goal.