In today's fast-paced digital marketing world, companies are looking for effective ways to quickly increase sales. In this case study, we tell the story of working with an affiliate network that approached us with a campaign for one of the leading mobile operators. The goal was to significantly increase sales performance in one month. As an agency specializing in integrated marketing strategies, we took on the challenge, using our experience in data analysis, targeting and multi-channel campaigns. In this article, we will describe the entire process, from the identification of the ideal customer, to the detailed activities, to the results achieved. This story shows how precise planning and synergy of different channels can produce impressive results in a short period of time.
Introduction
Earlier this year, an affiliate network we've been working with for years contacted us about an urgent campaign for a mobile operator. This operator was offering new subscription packages with unlimited internet and additional services such as streaming video and unlimited data music. The main challenge was to increase sales of these packages in one month, which had to do with seasonal promotions and competition in the telecom market. The mobile operator market is saturated and customers often switch providers in search of better deals, so it was crucial to reach potential interested parties quickly. After analyzing the brief, we decided on a comprehensive approach, which included defining the profile of the ideal customer and implementing integrated marketing activities. Our strategy was based on data from previous campaigns, market analysis and audience segmentation tools. As a result, the campaign not only met expectations, but also exceeded targets, allowing the operator to strengthen its position in the market.
Profile of the ideal customer
Before starting any marketing efforts, it was crucial to precisely define the profile of the ideal customer, or personas, that had the highest probability of converting to sales. Based on demographic, behavioral and psychographic data from the affiliate network database and our analytical tools, we created a detailed portrait. The ideal customer is a person between the ages of 18 and 35, living mainly in large cities or metropolitan areas where high-speed Internet access is a daily necessity. He or she is usually a young professional or student, professionally active or studying, with an income at the middle or higher level, which allows regular subscription payments. Behaviorally, it's someone who spends a lot of time online - an average of more than 5 hours a day on a smartphone, using social media, streaming apps and mobile games. Psychographically, the ideal customer values technological innovation and is open to new offers, but is also price-sensitive - looking for packages that offer added value, such as extra gigabytes of data or discounts on partner services. He often changes operators if the offer is more attractive, and is receptive to recommendations from affiliate networks. In addition, analyzing data from previous campaigns, we noticed that this group of customers prefers digital communication, is active in the evenings and weekends, and responds positively to personalized offers. This profile allowed us to target effectively, minimizing waste on ineffective ads and maximizing ROI.
Activities: Email Marketing
One of the first channels we implemented in the campaign was email marketing, considered one of the most effective ways to communicate directly with potential customers. Based on the profile of the ideal customer, we created a mailing list of more than 50,000 email addresses from the database of the affiliate network and our partners. The email campaign was divided into several stages: first, sending teasers with attractive headlines, such as "Discover unlimited internet for half the price," designed to generate interest. Each email was personalized - including the recipient's name, a reference to their previous interactions with telecom offers and personalized package recommendations. We used automation tools such as behavior-based segmentation, which allowed us to send follow-ups to those who opened the email but did not click on the link. The content of the emails was rich in visual elements: infographics showing the benefits of the packages, comparisons with competitors and limited discount codes valid for 48 hours only, creating a sense of urgency. The campaign ran for a full month, with a mailing frequency of twice a week to avoid recipient fatigue. We monitored metrics such as open rate, click-through rate and conversions, adjusting content on the fly - for example, if a segment responded better to offers with free goodies, that's what we emphasized in subsequent messages. Email marketing proved crucial in building awareness and generating leads that later converted to sales.
Activities: SMS Marketing
Another element of our strategy was SMS marketing, which perfectly complemented email by offering instant and mobile communication. Knowing that the ideal customer is strongly connected to their smartphone, we decided to send short, concise text messages to a base of more than 30,000 phone numbers. The SMS campaign focused on instant promotions such as "Today only: Subscription with 100 GB for PLN 29 - click and activate!". Each message contained a link to a landing page with the operator's offer, optimized for mobile devices for fast conversion. To increase effectiveness, we segmented recipients based on location and purchase history - for example, residents of large cities received offers with additional city services, such as public transportation tickets. The mailings took place at optimal times, mostly in the evenings, when mobile activity is highest, and we limited them to one-two per week so as not to annoy recipients. An additional advantage was the use of two-way communication: recipients could respond to SMS, which generated leads to the call center. We monitored the delivery rate and response rate, which allowed us to make quick adjustments, such as changing the content to be more engaging. SMS marketing brought quick results in the form of direct activations of offers, especially among younger customers who prefer immediate action.
Activities: Display
The campaign couldn't be complete without display ads, which allowed us to broadly reach our ideal customer in the online environment. We used platforms such as Google Display Network and affiliate networks, targeting ads based on demographics, interests and behavior - for example, people searching for "cheap mobile subscriptions" or visiting sites about technology. The ad creatives were dynamic: banners with animations showing package benefits, carousels with offer comparisons and retargeting for those who had previously visited the operator's site but did not make a purchase. The display campaign included millions of impressions, with a focus on sites popular with young adults, such as social networks, technology forums and mobile apps. The budget was allocated dynamically, using conversion-based optimization algorithms, which meant that ads were displayed more often where they generated clicks. In addition, we A/B tested various variations, changing colors, text and images to find the most effective combinations. Display marketing was key in building brand awareness and driving traffic to the landing page, where visitors could immediately activate the offer. With precise targeting, we avoided wasting budget and achieved a high click-through rate.
Activities: Call Center
Last but not least was the call center, which was used to interact directly with potential customers and finalize sales. Based on leads generated from email, SMS and display, we created a call script that focused on the needs of the ideal customer - consultants asked about current data consumption, service preferences and offered personalized packages. The call center team consisted of 20 people, trained in sales techniques and customer service, with an emphasis on an empathetic approach. Calls were made in the afternoon and evening, when customers are more available, and the average call length was 5-7 minutes. Integration with the CRM system allowed tracking the history of interactions, which made it possible to follow up on calls from previous points. In addition, for leads from SMS, we offered a callback, which enhanced the customer experience. We monitored metrics such as conversion rate from call to sale and customer satisfaction through post-call surveys. The call center proved to be the most effective channel in closing sales, especially for hesitant customers who needed additional convincing.
Results
The campaign was a resounding success, exceeding sales targets by 45%. During the month, the operator recorded an increase in sales of subscription packages by 120% compared to the previous period, which translated into more than 15,000 new activations. Email marketing achieved an open rate of 35% and a click-through rate of 12%, generating 40% leads. SMS marketing brought a response rate of 18%, with direct conversions at 25%. Display ads generated more than 2 million impressions and 50,000 clicks, with an ROI of 4:1. Call centers closed 60% leads into sales, with an average order value higher by 15% thanks to upsell. The overall cost of the campaign was optimized, with an ROI of 350%. The affiliate network was delighted with the results, resulting in continued cooperation. This case study shows how integrated marketing efforts, based on a precise customer profile, can produce quick and measurable results in a competitive market.