Many telecommunication companies struggle with low customer loyalty, which results in many churning customers. At the same time, acquiring new ones is essential for any business, and telcos are not an exception.
Expresso, one of the largest telecom operators in Senegal, brought both of these challenges to Eskimi – to win back customers that they’ve lost and sell its new, 70GB data plan.
“At $14 per month, this plan is well out of reach for most people in Africa,” Khattar Fehmi, CEO at Targetkom, the agency representing Expresso, said.
However, by the end of the campaign, Expresso managed to win back nearly 13,000 lost customers and increase the sales for the promoted plan by 30%.
Expresso is a leading African telecommunications company with over 500 employees. It offers a wide range of services to meet the growing needs of local people and aim to significantly contribute to Africa’s digital transformation journey.
Expresso services currently provide coverage in three African markets – Mauritania, Senegal, and Sudan – through both fixed and mobile network infrastructure, servicing their business customers.
Precisely targeting different customer segments
The African telecommunications giant ran targeted display ads that promoted its 70GB data plan to subscribers of Orange and Tigo, its key competitors, and its existing customers and prospects.
The ad showed a happy woman with a phone in her hand next to the Expresso’s offer.
To achieve Expresso’s goals, Eskimi targeted users based on their data consumption and current operator. In total, the campaign focused on four customer segments:
- Orange subscribers
- Tigo subscribers
- Expresso's existing subscribers
- Users who've expressed interest in Expresso (remarketing)
The campaign took visitors to a landing page where Targetkom tracked user behavior and intent.
“We continually collected insights on how users acted on the site and used them to improve campaign performance,” said Khattar Fehmi.
While the campaign was running, Expresso's sales of this particular data plan grew by 30%, with other plans averaging a 9% growth.
The company also managed to acquire 1,107 new customers and win back 12,948 subscribers from the competition.
Consumers on moderate usage plans showed the most interest in upgrading and had the highest click-through rate (CTR). They were also cheaper to reach when compared to users who already use a lot of monthly data.
When asked about the benefits of working with Eskimi, Khattar Fehmi highlighted the tools and software Eskimi uses to reach the right audiences.
“Because of the systems it has in place, Eskimi is well-positioned to help telcos gain a competitive edge and achieve a positive ROI with their advertising."
"What I love most about working with the team is how responsive everyone is – I think this is the main contributing factor to the success of our campaigns,” added Khattar Fehmi.