Campanie
General Information:
Strategic approach:
| Strategic approach: |
YOXO is a digital product that redefines the telecom subscription model. It offers a 100% digital, contract-free experience with no fixed limits and monthly reconfigurations. It's the first all-digital mobile subscription in Romania, accessible through a mobile app, and operates on a postpaid-style model with monthly payments that can be canceled anytime. YOXO was designed to meet current and future customer needs, making it adaptable, cost-effective, and forward-looking. Strategic approach YOXO (being) the underdog of the telecom industry has to compete with well-established businesses that have been on the market for over 25 years. In the last year, there was increased competition among the telecom companies, therefore, the main challenge was scaling the results and gaining market share in this competitive environment. Furthermore, YOXO by its nature is a product that is addressed to early adopters and since its origin 3 years ago it has reached a large share of these users. As a result, there is now a need to reach other types of users as well to gain market share. If the early adopters are eager to test and use a new product such as YOXO, the other segments of the population might need more incentives to convert. The strategy was crafted around the notion of Messy Middle, a concept introduced by Google after following a thorough analysis of users' changing and evolving conversion paths in recent years. The model suggests that contemporary internet users continuously alternate between exploration and evaluation before deciding to purchase, signifying a fundamental shift away from a linear conversion path. Users acquire information in an unstructured and unforeseen manner. Consequently, we must establish various touchpoints to effectively introduce YOXO's offerings and advantages and persuade users to make a conversion. This shifts the approach to campaign planning. Previously, media planning focused on identifying platforms with minimal audience overlap to maximize reach. Now, planning involves identifying platforms with substantial audience overlap, allowing us to establish multiple touchpoints between the user and the brand. This means we need to find the same users on multiple platforms to increase the number of touchpoints. To do this, we need to look for a large number of platforms that are both awareness-oriented (for the exploratory phase) and conversion-oriented (for the evaluation phase) while making sure they have a high audience overlap. |
Execution:
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