Technology
In 2020, the pandemic changed the digital world, increasing costs and shifting search terms. Totalplay, a key player in telecommunications, needed to rethink its strategy, which had focused mainly on search campaigns.
We needed to continue generating revenue with a good return on investment, but we could no longer rely solely on performance actions; it was necessary to focus more on visibility. In that sense...
How can branding campaigns increase brand awareness while still delivering a strong return on investment (ROI)?
As a digital agency in Mexico, we created a brandformance strategy that covered the entire sales funnel—from generating interest to closing sales. We used automation and machine learning to target the right audience at the right time and improved Totalplay's online visibility.
The results
were great!
The 2nd most searched brand on Youtube.
It remains the third most searched brand on Search in the category.
The 2nd most searched brand on Youtube.
It remains the third most searched brand on Search in the category.
169% increase in leads YoY
26% decrease in lead cost YoY
7.3% of market share in search
Third most-searched brand in TELCO, second on YouTube
In 2021, the brand continues to grow and now we have 12.4% of the market share, meaning that we grew 5% in just 6 months with iterations in the initial strategy.
Our implementation and deployment of operations on platforms moved from an average level to an advanced one and this allowed us to test betas and complex data integrations to improve segmentation and performance.
