Case Study: Orange Polska achieves strong youth awareness and engagement for its summer prepaid offer with Twitter

Orange Polska builds awareness of its summer prepaid offer among a younger audience

Orange Polska, a major Polish telecom provider, wanted to raise awareness and drive purchases of its summer prepaid 6GB data offer among younger, highly mobile social-media users. The challenge was reaching this hard-to-reach demographic during summer when attention is dispersed, so the brand chose Twitter to engage users who rely on social platforms to discover and decide on offers.

Orange Polska ran a Promoted Trend (#6GBna60dni) during the campaign peak and supported it with Promoted Tweets that used trending-topic hashtags and layered targeting (keywords, @username and interest targeting) to reach fans of pop culture and celebrities. The effort delivered 1.3M Promoted Trend impressions, a peak 9.4% engagement rate and an average CPC of £0.28, significantly increasing reach and engagement among the target audience.

Orange Polska

Paweł Patkowski

Executive Director of Brand and Marketing Communications