By employing their expertise and understanding of the science of segmentation and targeting, Bastion & Flowe was able to drive down the cost of generating leads for a Telecommunications Company.
The client had been running their own digital ads and we were brought on to see if B&F could improve upon their efforts and bring down the costs of generating leads for mobile phone contracts.
Bastion & Flowe was able to help the Telecommunications brand to improve their digital campaign results and reduce the costs of generating leads for online applications for mobile phone contracts on their website. The client had been generating leads via their internal digital marketing division at an average cost of R91.57 per lead, with a Click Through Rate (CTR) of 0.76% and click to lead conversion rate of 7.75%.
The B&F digital strategy comprised of two fundamental steps: • Step 1 was to identify people in their South African consumer database that would be able to afford the products on offer and pass a strict credit score check • Step 2 allowed B&F to further increase their relevance score by segmenting the ads and creatives to different audiences based on their interests and machine learning models. Within the first 2 iterations of the campaign, because of better segmentation and target audience selection, B&F saw a marked decrease in costs, with the average cost per lead decreasing to $4.42 (47% reduction in costs). The CTR increased to 0.98% and click to lead conversion rate increased to 11%. The brand’s ad relevance and quality scores also increased from 4 and 5 respectively to an average of 7 and 8.