795 Case Studies
Case Study: Vodafone achieves higher incremental reach and dramatic cost savings with Facebook
A Facebook Case Study
Vodafone - Customer Case Study
Vodafone India, the country's second-largest telco, needed to launch Vodafone SuperNet 4G in 2016 and understand how Facebook compared to TV and other channels for incremental reach, cost-efficiency and brand impact. To do this it partnered with Millward Brown on India’s first telco cross-media study to measure performance across platforms.
Working with Maxus and Facebook, Vodafone ran a cross-media campaign (Mar 14–Apr 3, 2016) using short videos featuring an Indian boy and the brand pug, Lookalike Audiences, carousel ads and desktop/mobile news feed placements to drive site clicks and plan upgrades. The campaign delivered strong results: 23x lift in brand association, 3.5% incremental reach over TV (5.4% for light TV viewers), a 94% reduction in cost per 1% reach versus TV, and a 4x improvement in brand salience.
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Vodafone
Siddharth Banerjee
EVP – Brand Communications & Insights