Educating audiences to drive full fibre consideration with a 7% conversion rate
The problem
Very few people know the difference between FTTP, FTTC, broadband and full fibre. But as TalkTalk’s fibre roll out gathered pace, they needed to cut through the noise of a crowded market to educate audiences and prove their solution was better than the rest. But to do that, they needed to get attention.
The insight
While 25-44s are hyper connected and aware of the different types of internet connection, they’re in the minority, with Ofcom’s own data putting full fibre rollout at less than a third of the market and awareness even lower. This can mean people aren’t on the right connection, or worse, are digitally excluded.
The solution
Testing was key to this campaign. We targeted audiences with different messaging sets to see what would drive the most meaningful engagement. By optimising the campaign at every opportunity, we uplifted consideration and drove conversions in enabled areas to become one of their best performing channels.
The results
Our campaign hit home with an average engagement time of over 3 minutes, well above the industry average, giving us the time to win people over. And as a result, Talk Talk secured 5,347 new acquisitions.
