Brand-driven lead growth: 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 upper-funnel awareness investment create a clear, measurable path to ROI?
2 The solution
A brand and performance strategy coordinates campaigns across the upper, middle, and lower funnel. For Totalplay, we designed a strategy to generate more branded searches, supported by performance activity ready to capture demand and lead users toward conversion. Smart bidding, automated audience segmentation, and machine learning supported real-time campaign targeting.
The results were outstanding.
Totalplay
The Second Most Searched Brand on YouTube
3. Results
Cost per lead reduction: 26% YoY
Year-end search market share: 7.3% across branded search.
Overall ranking: #3 most searched telecom brand and #2 on YouTube.
Market share expanded to 12.4%, including +5 percentage points in six months through iterative campaign optimization.
AdTech and analytics maturity advanced from intermediate to advanced enabling beta testing and complex data integrations for stronger targeting and performance.