GO DO
BRIEF
At almost 98%, brand awareness for Optus SMB may have been high amongst Australian businesses but — at around 40-50% — consideration was considerably lower.
With paid media spend results attracting high bounce rates (~80%), it was clear that Optus SMB needed to improve its conversion capabilities.
STRATEGY
The problem was that Optus SMB customers no longer had a digital home so, as a result, the telco lacked a clear view of its user segmentation and channel performance.
Moreover, the Optus SMB media mix was also affected, resulting in drastically low (~1.5%) website conversions.
SOLUTION
The Optus Yes Business Hub.
But first, we had to define our Content Pillars, get to know our Persona Groups and then plot our Content Themes — all through the guise of our Creative Filter.
So, we interrogated our data sets even further and found that our Optus SMBs could be classified as either Administrative, Specialists or Leaders (and sometimes more than one).
This is where our Creative Filter flexed its small-to-medium business muscle, distilling everything into two very simple, yet immeasurably powerful words: Go Do.
‘GO DO’
Grounded in data-driven insights collected via multiple sources, the creative strategy tightly aligned our personas’ needs to the client objectives, all the while giving creators the requisite freedom to explore new thematic territories they would not have previously considered.
An imperative verb phrase, Go Do was a tagline and call to action rolled into one, an inspirational catch cry and embodiment of what all our personas wanted in a hub: unique, fresh, unexpected — and most of all — captivating practical content.
CONTENT HUB IMPLEMENTATION
Go Do empowered content creators to bring focus and consistency to the overall SMB campaign.
It was the lateral link that imbued the strategy with creative flavour, streamlining multiple content formats such as editorial, creative and video, whilst clearly communicating the 'newsflash' idea to clients and content producers.
EFFECTIVENESS
Yes Business launched in November 2017, with post-content implementation metrics in place.
“THIS CAMPAIGN IS EXACTLY WHAT OPTUS WAS HOPING FOR, AND WHAT OUR SMB AUDIENCE WAS YEARNING FOR. THE CONTENT HUB STREAMLINES ALL OF OUR INTERNAL STRATEGY WITH THE NEEDS OF OUR CORE BUSINESS: SMALL-TO-MEDIUM-BUSINESS OWNERS. ANECDOTAL FEEDBACK IS GREAT AND WE’RE REALLY LOOKING FORWARD TO SOME EXCITING RESULTS IN THE FUTURE.”
Agency: Isentia • Role: Ideation, Strategy, Creative Development, Copywriting • Production: Stuart Hipwell, Frankie Presser