We increased brand leads 169% YoY
Totalplay Brandformance Technology
For a long time, Totalplay focused its digital investment on performance actions designed to generate strong returns, with revenue as the primary metric.
Under this model, search campaigns (especially branded search) delivered the strongest performance. By 2020, however, the pandemic had changed the digital ecosystem: costs rose and search volume shifted to other terms, signaling the need for a new strategy.
1 The challenge
We needed to keep generating revenue with a strong return, but performance activity alone was no longer enough. We also needed to invest in visibility.
How could awareness investment create a path toward return on investment?
2 The solution
A brandformance strategy coordinates campaigns across the upper, middle and lower funnel. For Totalplay, we designed a strategy to generate more branded searches, supported by performance actions ready to capture that demand and lead users toward conversion. Automation and machine learning were essential for audience selection and campaign targeting.
The results were outstanding.
Totalplay
The second brand most searched on YouTube
3. Results
We reduced overall cost per lead by 26% YoY
We closed the year with 7.3% market share in search.
We became the third most searched telecom brand and the second most searched on YouTube.
In 2021, the brand continued to grow and reached 12.4% market share, meaning that it increased market share by five percentage points in just six months through iterations of the initial strategy.
Our platform implementation and operations advanced from an intermediate to an advanced level allowing us to test betas and complex data integrations that improved targeting and performance.