THE BRIEF
Internet service provider KCOM, has long been the trusted default provider in its Hull heartland. However, the arrival of big-name competitors in the area for the first time posed a significant challenge. Simultaneously, KCOM’s expansion into new regions meant they were transitioning from a market leader to a smaller challenger brand with little existing awareness.
The dual objectives were clear:
Retain customers in Hull and mitigate churn in their core area.
Build awareness and grow sales in their new expansion areas, establishing themselves as a credible and attractive choice in competitive markets.
HOW WE DID IT
We delivered an integrated strategy across paid social, search, and PMax campaigns to address these challenges.
PAID SOCIAL MEDIA
- Engaging video and static creative highlighted KCOM’s reliability in Hull and fresh appeal in new markets.
- Retargeting reinforced key messages with price and promotional offers to nurture users through the funnel.
PMAX
- Automated ad placements across Google’s ecosystem maximized reach and efficiency.
- PMax drove discovery in new regions and captured intent-based searches at the bottom of the funnel.
PAID SEARCH
- Search campaigns targeted high-intent users with tailored messaging to convert prospects effectively.
AUDIENCE AND PLATFORM INTEGRATION
- A strategic audience matrix segmented users by location and intent, ensuring relevance and efficiency.
- Online ads complemented offline direct mail campaigns, creating a consistent, cross-channel experience.
IN A NUTSHELL
Challenge: Address two distinct marketing challenges: client growth and client retention through the use of paid search and social
Solution: Segment audiences by area and intent to maximise full funnel cross channel activity that joined up on and offline marketing messages
Results: We increased daily sales in the expansion area while decreasing CPA and driving improved awareness and engagement across all regions.