Results and Effectiveness

By making the ad personalized the campaign generated ten times greater CTR’s and managed to effectively catch the attention of the user. By creating communication based on the user’s preference it generated significantly greater relevance and thus action from users. Hyper Personalization has helped win back, more than 350,000 lapsed customers. It has increased, Value Added Service usage, per user, by 26% over base and Data Pack subscriptions, per 100 users, to 46% over base. Incremental revenue accrued, over base, stands at over 2 million dollars, per month.

Creative Execution

The media team set about creating a complete media solution to address the opportunity. The innovation was to build an ad server that used the users transactional CRM data and his Facebook interests to create dynamic ads specific to the individual and serve it using Facebook custom audiences, so each user saw an ad addressed to him by name with a relevant communication. Tata Docomo used Hyper Personalization to show users advertising that was based on the users current transactional state and interests. This created greater relevance for the advertising message and thus significantly greater customer participation in the offers communicated. By making the near real-time personalization users found greater value in the communication message and thus went onto deliver greater revenue realization per user than the base. The campaign has also been extremely effective to win back lapsed customers thus bringing in additional revenue

Insights, Strategy and the Idea

Tata Docomo was a challenger brand in the crowded Indian Telecom industry and was constantly looking for ways to generate better ROI from its customers. It was aggressively using Facebook for the purpose given that it had over 13 million fans, 3 million of whom were customers. However, generic media campaigns were not proving effective. The TG of the media solution were existing prepaid customers of the brand. We realized that a lot of the communication was being ignored because we could not customize the communication to the specific needs of the individual. The idea was to be able to run customized advertising to each customer using Facebook so that the communication was relevant to both the client and the audience