The ever-growing telco industry competition allows no rest, even for the biggest players. Staying on top of your prospects and customers’ minds becomes crucial for retaining and winning them over.
Hutch, one of the leading telecommunication service providers in Sri Lanka, knows this well and uses the best of Eskimi’s telco targeting solutions to achieve its goals.
“The goal was to improve pack activations and increase Hutch revenue with All in One Content Plan,” said Jiffry Jameel, CEO at Digibrush. “We've set the KPIs at 1M reach and over 3M impressions, which were met and, in fact, exceeded.”
Hutch is one of the biggest mobile operators in Sri Lanka, founded in 2004.
The telco is a local subsidiary of the global conglomerate, CK Hutchison Holdings Limited, which currently operates in over 50 countries and employs more than 300,000 people. CK Hutchison’s telecommunications division serves over 100 million subscribers worldwide.
Hutch, an operator with over 4 million customers in the local market, offers a wide range of innovative products and services, including an island-wide 2G, 3G, and 4G coverage.
In cooperation with Digibrush, an award-winning digital agency, Hutch teamed up with Eskimi for its next awareness campaign.
Due to Eskimi’s strong presence in the Sri Lankan market and experience running campaigns for the biggest telcos globally, it’s become a perfect choice for reaching more potential customers and promoting Hutch’s new offering.
Overcoming crisis and advertising challenges
Like many other local businesses, Hutch was hit by the nationwide economic crisis, which has affected its advertising budget. Therefore, the telecom operator needed to increase the efficiency of its ad spending, which led to choosing Eskimi.
“The telecommunications network is expanding fast and Hutch has so much to gain from it,” said Jiffry Jameel. “The Eskimi team has been very helpful to us from day one – the workflow was smooth, we hardly had any issues, and this helped us better serve our client as well.”
Advanced telco targeting solutions
Hutch run an awareness campaign with Eskimi, promoting its all-in-one data plan to its current customers and competitors’ subscribers.
The plan offered unlimited access to the most popular social media apps, including Instagram and TikTok, for a fixed monthly rate.
Using Eskimi’s telco targeting solutions, Hutch was able to serve ads to relevant audiences.
“Telco targeting options are actually one of the most beneficial aspects of Eskimi. We targeted both Hutch's and competitors’ customers. Since Eskimi provided us with the audience size for each user group, it also made it easier for us to determine ideal budget splits. The team helped us ensure that we target the right customer and do it efficiently.”
With Eskimi’s advanced telecom targeting, brands can target users based on many variables, like mobile operators, devices (type, OS, brands, cost ranges, etc.), network and device connections, reach multi-SIM users, and more.
As for the targeting offered, Jiffry Jameel identified the following as Hutch’s go-to options:
- Service provider, which allows choosing particular operators; therefore, you can target competitors’ customers.
- Data consumption – targeting users based on their mobile data usage.
- SEC targeting – by segmenting prospects/customers into high, middle, and low classes, this targeting option allows reaching different economic groups.
- Churn customers – a targeting option that allows brands to target lost customers and reach lost customers of the competition.
After a little under two months when the campaign was live, Hutch was able to achieve the set KPIs.
The telco hit more than 4,000,000 impressions, and saw a 0,23% CTR and 74% viewability.
Aiming at 1 million reach, Hutch was able to show ads to over 1.8M users in total – almost doubling their expected numbers.