At almost 98%, brand awareness for Optus SMB may have been high amongst Australian businesses but – at around 40-50% – consideration was considerably lower.
With paid media spend results attracting high bounce rates (~80%), it was clear that Optus SMB needed to improve its conversion capabilities.
The problem was that Optus SMB customers no longer had a digital home so, as a result, the telco lacked a clear view of its user segmentation and channel performance, with its media mix also affected, resulting in drastically low (~1.5%) website conversions.
The Optus SMB Yes Business Hub.
But first, we had to define our Content Pillars, get to know our Persona Groups and then plot our Content Themes – all through the guise of our Creative Filter.
So, we interrogated our data sets even further and found that our Optus SMBs could be classified as either Administrative, Specialists or Leaders (and sometimes more than one). This is where our Creative Filter flexed its small-to-medium business muscle, distilling everything into two very simple, yet immeasurably powerful words: Go Do.
The lateral link that imbued the strategy with creative flavour, Go Do empowered our content creators to bring focus and consistency to the overall campaign, ensuring it always aligned with client objectives.
An imperative verb phrase, this was a tagline and call to action rolled into one, an inspirational catch cry and embodiment of what all our personas wanted in a hub: unique, fresh, unexpected, and most of all, practical content.
Yes Business is due to launch November 2017, with post-content implementation metrics in place.
creative strategy / creative direction / art direction