KCOM

Retaining loyalty & breaking new ground
In Numbers
83% ​
Increase in daily sales in expansion area
90%
Increase in CTR from Meta ads​
55%
Increase in CVR
-15% ​
Decrease in Google Ads CPA​

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.