A Pioneering UK first with Google's Adlingo. These top of funnel ads used a new conversational ad format to ask a few simple questions. This gathered valuable data that was used to drive traffic to personalised landing pages, and inform future re-targeting display activity.
THE CHALLENGE
Virgin Media needed to find an innovative and personalised way to understand new customer needs and intent, so an appropriate personalised product offer could be presented to them.
THE APPROACH
With a challenger spirit, I wanted to try something new. We launched the first telco AdLingo campaign in the UK. Through a 1-to-1 conversation, Virgin Media was able to ask users about their broadband usage and needs. Based on their responses, the AdLingo ad provided a personalized broadband plan recommendation in real time, all within one display or Facebook advert.
THE RESULTS
This pioneering campaign was successful in deeply engaging potential customers at scale, with 0.29% of impressions on mobile apps leading to engaged conversations. Users took the time to interact with the chat assistant – 35% of them answered all the questions needed to get a personalized broadband recommendation, determined by their real-time responses. The cost per plan recommendation proved favorable versus Virgin Media targets. Additionally, a high 26% of these users took action on their recommendation by clicking through to the website. These conversations also provided relevant insights on the most common usages and preferences.
Retargeting
Using data from the interactive display campaign, we were able to retarget customers with personalized ads based on their home broadband needs, achieving a far superior click-through rate.