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  • Wavemaker Switzerland
Wavemaker Slovakia

Empatické cielenie pre Predplatenku

Klient

Slovak Telekom

Trh

Slovensko

Positive Provocation

Predplatenka od Telekomu je znovuzrodená značka v stagnujúcej produktovej kategórii predplatených kariet, ktorá je plná generických reklamných odkazov. Do týchto stojatých vôd chcela priniesť čerstvý vietor a produkt zaujímavý nielen pre economy segment a deti s prvým telefónom od rodičov, ale aj pre náročnejších mladých ľudí. Rozhodli sme sa preto nasadiť naše dátové riešenie, ktoré nazývame empatickým cielením a posvietili sme si na reálne potreby ľudí a rôzne spôsoby, akým predplatené karty používajú.

Zdieľať
Výsledky
Náš prístup
01.
Challenge

Predplatenka chcela priniesť produkt zaujímavý nielen pre economy segment a deti s prvým telefónom od rodičov, ale aj pre náročnejších mladých ľudí. Po úspešnom launchi sme stáli pred výzvou, ako zabezpečiť efektívnu dlhodobú digitálnu kampaň, ktorá udrží povedomie a pretvorí ho do nákupnej preferencie.

02.
Insight+Strategy

Rozhodli sme sa nasadiť naše dátové riešenie, ktoré nazývame empatickým cielením. Najprv sme si posvietili na reálne potreby ľudí a rôzne spôsoby, akým predplatené karty používajú. Rozsiahlou výskumnou sondou sme dopodrobna zmapovali motivácie a objavili sme pestrú scenériu užívateľských segmentov.

Podarilo sa nám identifikovať ľudí, pre ktorých je najdôležitejšia kontrola nad vlastnou spotrebou, ďalších, ktorých prioritou je rodina a veľa času trávia volaniami s príbuznými. Našli sme však aj ich opak – ľudí, ktorí skoro vôbec netelefonujú a predplatenú kartu majú iba na dáta, ktoré spotrebujú na četovanie, videá alebo hudbu.

03.
Activation

Dáta o potrebách nám umožnili personalizovať kampaň Predplatenky s dôrazom na empatiu k motiváciám ľudí. Pre každý segment sme pripravili špecifický reklamný odkaz, ktorý odpovedal na potreby práve týchto zákazníkov. Tieto „empatické“ posolstvá sme potom prostredníctvom dátovej platformy mInsights v kampani presne zacielili tak, aby sme adresovali špecifické potreby konkrétnych ľudí.

Výsledky

Výsledky potvrdili poznatky viacerých štúdií o tom, že obsah, ktorý je nám osobne blízky, si ľahšie zapamätáme, viac nás zaujme a hlbšie ovplyvní aj naše nákupné správanie.

Predplatenka dokázala empatickými odkazmi významne zvýšiť kampaňové KPIs u ľudí, ktorí ich videli v porovnaní s kontrolnou skupinou tých, ktorí videli iba generické odkazy bez špecifického cielenia. Uplift pri rozpoznaní reklamy predstavoval až 37%, pri spontánnej znalosti to bolo 15% a nákupný zámer narástol o viac ako 5%. A rástli aj behaviorálne ukazovatele. Miera prekliku o 70% a počet sessions z priemernej návštevy webu až o dramatických 160%.

Čísla dokazujú, že empatickým cielením vieme výrazne zvýšiť záujem ľudí o produkt a značku.

o 160%
vyšší počet sessions z priemernej návštevy webu
37%
uplift pri rozpoznaní reklamy
o 70%
vyššia miera prekliku

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