Totalplay is a connectivity and entertainment platform. Through its fiber optic network, it offers internet, television and telephone services to each customer's home.
With the digital strategy that Masclicks implemented, we managed to get Totalplay to successfully publicize its service, with this came an increase in the number of customer forms and in the sales obtained accordingly.
How did we do it?
Following Facebook's segmentation opportunities, we target people over 18 years of age in Mexico with interest in the services offered by the brand. In turn, using the Facebook Pixel, a custom audience was generated based on people who had visited the website, and a lookalike audience was created from people who had completed and submitted their form in the last 60 days as an opportunity. to search for new records.
To present the value offer, advertisements were developed with images that communicated the advantages of having fiber optics inside the home to achieve better connectivity and greater entertainment. They offered express installation of the service and the option to click on “Get Offer” to complete the form and be contacted by the brand.
To optimize our strategy, we include for the first time the use of videos in ads to test their effectiveness and obtain a greater number of potential customer registrations. In them, the advantages of hiring the service offered by Totalplay for the return to school were presented, with a voice-over that emphasized the brand's support during the school stage of its clients. Towards the end of the creatives, a call to action to purchase the internet, television and telephone package, with the possibility of clicking on “More Information” and being directed to the Totalplay website.
The tools we use
Lead ads, video ads, Instagram, story ads, core audiences, custom audiences, lookalike audiences, measurement.
The results…
Measuring our campaign for the first time with a Brand Lift from Facebook, we were able to see the effectiveness, combining creatives with precise segmentation and budget optimization to achieve a greater number of completed forms and increase sales at a lower cost.
As a result we obtained: 9 points increase in ad recall, 5 points< /strong> of increase in purchase intention. 12 percent of incremental lead registrations obtained from ads on Facebook and Instagram compared to the campaign carried out in 2018, and 41 percent more sales from the records achieved compared to the campaign carried out in 2018.
Regarding this achievement, the digital marketing manager of Totalplay, Gabriela Rosas commented that: “Facebook has been a great ally in our strategy, with its support and guidance we have managed to connect with the right audiences at profitable costs for the company. We obtained surprising results, which motivates us to continue achieving more success together.”
