Case Study

How Mobily used Twitter’s targeting tools to dial-up conversions

Key Results

3x
Conversion rate

-13%
Bounce rate

+25%
Website time

The opportunity

When Saudi Arabian mobile operator @Mobily teamed up with Twitter it had one objective: to unveil its Postpaid Package and convert an engaged audience into new customers. Twitter’s receptive users and first-rate targeting tools presented the perfect solution. 

The strategy

@Mobily set its sights on a targeted campaign with the support of media agency @Mindshare, putting data from a previous Twitter campaign into action. This data, combined with layers of 1st party data and acquisition targeting, gave @Mobily access to a tailor-made Twitter audience who were likely to be interested in the new Postpaid Package. 

The next step was to create strong and engaging content to share with the audience. A series of high-impact Image Ads kick-started the campaign, clearly outlining the key benefits of @Mobily's new Postpaid Package. Website cards then drove a strong call-to-action, taking audiences directly to a sign-up page to learn more. 

As the campaign gained momentum, targeting was adjusted to enhance conversion rates and ensure cost-per-conversion remained low. A creative refresh supported optimisations with edited and rejuvenated content to keep users interested.  

Tags
  • Telecommunications
  • Saudi Arabia
  • Case Study
  • Website Traffic & Conversions
  • Audience Targeting

01

Identify your audience

@Mobily put all available data to work, identifying and building the perfect audience for a hyper-targeted campaign.

02

 

Focus your message

Using Twitter’s powerful targeting tools, @Mobily took a test and learn approach, optimising content and audience targeting to maximise engagements.

03

 

Keep it fresh

To turbocharge its messaging, @Mobily refreshed its creative approach and continually optimised targeting for sustained engagement.

The success

@Mobily’s campaign was a resounding success, with the help of @Mindshare and the guidance of the Twitter team. The number of conversions was three times higher than on any previous @Mobily campaigns. Meanwhile, website time grew by 25% and bounce rates dropped by 13%. A highly-targeted awareness campaign is clearly a recipe for Twitter success.

Given a competitive KSA market and by smartly utilizing Twitter’s tools and guidance, Mobily and Mindshare worked on multiple aspects of a conversion campaign. This effort resulted in an outstanding performance of a user journey of conversion growth.

Abdullah Alfahad, Executive General Manager (Marketing Comms)

Solutions Used

Audience targeting

You want your message to be heard by the right person. Let Twitter’s targeting capabilities help.

Website traffic & conversions

Meet the challenges of the mobile era and get results by driving conversions across platforms.

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