The Campaign

The Solution Amobee and Twitter approached the challenge in three-stages. First up was the thought that if we could identify whether a user was a customer or not, we’d have a much better understanding of their feeling toward the Optus brand. Better yet, if we could get someone who was on a competitor network to indicate this to us on Twitter, they were providing a strong indication that they were open to having a conversation with Optus about the Premier League. If we could then find a way to connect such a user with an expert at Optus in a one-on-one conversation, we’d have delivered a highly qualified lead to the business. The sales specialists at Optus would then have the opportunity to convert the qualified lead into a sale.

Creative Execution

A further challenge we faced was that the Optus Sales team operate between 9am and 8pm Monday to Friday. To account for this, we built a mechanic that automatically responded to users who engaged outside of office hours. Any user who engaged with the video ad unit and sent a Direct Message to the Sales team between the hours of 8:01PM and 8:59am AEST Mon-Fri received an auto-response to the Direct Message. This response confirmed that the team would be in touch during working hours. A link to the Optus site was also provided in the message so that the user could read up on the offering while they waited for the team to respond. Amobee weighted the campaign delivery to key times of the day throughout the week to ensure that Optus team was able to achieve a minimal response time to each request.

The Results The campaign achieved over 1.3 million video views, 4.3 million impressions and a video view rate of 29.72% against a 10-15% benchmark. Engagement was so high that Amobee had to pause the campaign to enable the sales team at Optus to deal with the backlog of customers wanting to talk to the team about the Premier League. 62% of participants were non-customers and Optus made 122 sales across fixed and mobile plans with an estimated ROI over 2.2x from the mechanic. The sales team was so effective in talking to users via Direct Message that they were able to use the medium to turn subscribers to other networks into Optus customers.  Respondents that have yet to take up an Premier League package remain a hot lead as they have opted in to a one on one conversation with the Optus team (via private message on Twitter).

How It Works To do this, we developed a world first mechanic on Twitter, leveraging a bespoke video ad unit as well as the Direct Message capabilities of the platform. It worked in three simple steps (please also refer to the graphic attached): 1. User indicates whether they are #OnOptus or #AnotherNetwork through engaging with a custom built Conversational Video ad unit. The video featured Vinnie Jones. 2. Creates a pre-populated Tweet from the user that shares the message and the video in the CTA Tweet when Tweeted out. Any followers who see the Tweet can also engage with it, ensuring the spread of the custom mechanic at scale. 3. Engaging with the Conversational Video triggers a personalised response from @OptusSport which is delivered to the user as a Twitter notification. Based on the selection, the unique message from @OptusSport directs the user into a private conversation with the sales team. Optus Sales then manage the Direct Message conversation