Express Your Selfie - Tele2 takes a full funnel approach on YouTube

Tele2, iProspect, Indie and selfie queen Roxeanne Hazes collaborate on an innovative, full funnel data-driven campaign on YouTube that aims to give young consumers the tools they need to take and share the ultimate selfie.

Goals
Maximise Tele2’s reach among their younger target audience (18-34)
Increase overall Brand Awareness
Increase number of subscribers to the Tele2 NL YouTube channel
Approach
Use a data-driven full-funnel marketing approach
Build engaged audience-lists with TrueView format
Drive additional mobile reach with Bumper Ads
Invest in paid media to buy reach while driving organic metrics at the same time
Results
Brand Lift Study results: Brand Awareness +45.3%, Ad Recall +74.2%, Search Interest +73.1%
Full-funnel audience building resulted in lists for both Display and Search to re-engage with customers for upper- (“See”), mid- (“Think”) and lower-funnel (“Do”) purposes

Launched in Sweden in 1993, Tele2 has become one of Europe’s fastest growing Telecom operators, with about 17 million customers in eight countries. Founder Jan Stenbeck’s brand ethos is all about challenging established monopolies, and making Telecom technologies more cost-conscious and accessible to a broader customer base.

Reaching a younger market
As part of the drive to broaden their base and become the most popular provider in the Netherlands, a key goal for Tele2 has been connecting with difficult-to-reach audiences such as students and millennials. “Our goal is to liberate people to lead a more connected life,” says Danielle Snoeij, Head of Brand at Tele2, “and nobody is more connected to their devices than young people. We’re colourful, fun, and rebellious, so to demonstrate this to our target market we decided to offer something tailor-made to their interests.”

We wanted to maximise both our use of targeting and creative options, so we collaborated with our agency, iProspect, and our Google account team using a data-driven approach to come up with a sequential storytelling framework.

 - Denise Noordermeer, Head of Media , Tele2

The perfect selfie
Tele2’s market research revealed that for their target audience, being able to take the perfect selfie is a serious business. To answer this need, they came up with the Super Super Super Selfie Lens - the ultimate Snapchat filter designed to create “kissable lips, puppy-dog eyes and jaw-dropping cheekbones.” Then, together with Dutch popstar and selfie queen Roxeanne Hazes, they built a whole campaign, both on- and offline, using the lens. In September 2017 they launched on YouTube using the first ever music video shot through a Snapchat lens, starring Roxeanne singing about the age of unlimited selfies and Tele2’s unlimited data bundles. But how did they implement this revolutionary approach?

“We wanted to maximise both our use of targeting and creative options,” Denise Noordermeer, Head of Media, “so we collaborated with our agency, iProspect, and our Google account team using a data-driven approach to come up with a sequential storytelling framework.” The campaign was targeted using audience lists and similar audiences to ensure the message reached its target group, with Mobile Masthead and Bumper Ads running alongside the TrueView campaign to amplify and echo the Super Selfie message.

Results that speak for themselves
“We saw strong uplifts of over 70% in Awareness and Recall” says Nick van der Voorst, Senior Online Marketing Manager at iProspect. “But in Product Interest and Creative Interest the uplift was spectacular, with a 900% increase in searches for ‘Tele2 Unlimited’. We also saw a significant increase in our YouTube subscribers of 17%.” With over 1.2 million views in just 10 days, the Tele2 music video clip that launched on YouTube ended up one of the five most-watched video ads in Q4 2017. Lastly, the campaign won the bronze prize at the Esprix awards and first prize at SAN Accenten in 2018 (1)

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