Case Study: Play (Poland’s #2 telecom) achieves a 9‑point lift in ad recall and higher campaign awareness with Facebook video ads

Facebook video ads help a SIM for couples take off in Poland

Play, Poland’s second‑largest telecom with over 14 million customers and a 25% market share, wanted to raise awareness for FORMULA DUET — a new offer providing two SIMs on one contract aimed at couples and people who share plans. The challenge was to cut through mobile noise and reach people nearing the end of their contracts with a clear, relatable message.

Play used Facebook video ads fronted by a popular celebrity chef and leveraged Audience Insights to create three tailored audience segments and personalised creative served in mobile News Feed. The campaign drove a 9‑point lift in ad recall and personalised ads delivered up to 2× the impact of generic ads, including a 5‑point lift in campaign awareness (vs. 3 points for non‑personalised) and a 6‑point lift in message association (vs. 3 points).

Play

Małgorzata Chmiel-Chrołowska

Digital Manager