Case Study: Vodafone Germany achieves increased awareness and purchase intent with Facebook

Vodafone - Customer Case Study

Vodafone Germany, following its 2013 acquisition of Kabel Deutschland, set out to become the leading converged fixed-and-mobile communications provider. Its challenge was to raise awareness and consideration of the new converged offering and ultimately drive purchases across a diverse, family-focused audience and customers currently using competitor networks.

Over an eight-week multi-channel brand campaign, Vodafone used Facebook for a three-stage funnel—awareness, consideration and conversion—applying demographic and provider-based segmentation to serve tailored video and carousel ads to household and mindset segments and to users based on their existing fixed or mobile provider. Facebook proved the campaign’s strongest channel, delivering a 9‑point increase in ad recall, 7‑point increase in product awareness, 11‑point increase in message association and a 5‑point increase in purchase intent.

Vodafone

Anne Stilling

Consumer Marketing Manager