Case Study: O2 achieves rapid social media growth and crisis recovery with Awario

How O2 nails it on social media

O2, the British telecommunications provider, faced the challenge of managing massive volumes of social conversation—especially during network outages that produced floods of angry, viral posts—while still growing engagement and customer loyalty. To solve this they used Awario, a social media monitoring tool, to track mentions, spot viral content quickly, and feed a customer-service-first, highly personalized social strategy.

By using Awario to monitor and react in real time, O2 paired rapid, tailored responses and a light, humorous tone with integrated campaigns like #BeMoreDog and opportunistic content plays (e.g., the Harry Westlake story). The results: widespread media coverage (Wired, The Telegraph, The Guardian), thousands of new followers during crises, and recognition as the fastest-growing social media brand in the Utility benchmark—becoming the only brand in that benchmark to exceed 1,000,000 Facebook followers.

O2

Paul Fabretti

Analytical Digital Marketer