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.
@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.