Case Study: EE achieves a 5.3-point lift in first-choice customers with Facebook mobile video ads

Building customer loyalty with Facebook and Instagram mobile video ads

EE, the UK’s largest mobile network with around 30 million customers, wanted to boost loyalty and become the country’s first-choice provider. The challenge: many existing customers were unaware of the benefits available to them and weren’t opening EE’s emails, limiting the impact of its CRM-driven loyalty efforts.

EE worked with Facebook Creative Shop and agency MEC to run mobile-first video ads on Facebook and Instagram, using 20 creative assets (five core videos plus a hero and Canvas) and precise targeting that combined EE CRM data with Facebook and third-party signals. The August–December 2016 campaign reached customers an average of 20 times at a cost of £0.09 per reach and drove a 5.3-point lift in first-choice provider, a 4-point lift in “strongly agree” that EE has the right packages, and a 6-point increase in customers feeling well supported.

EE

Pete Jeavons

Brand Director