AMMA 2013 – BEST USE OF SEARCH MARKETING – SCARLET CASE (Gold Award)

Scarlet is a telecommunication services provider, part of the Belgacom Group. Since 2013, Scarlet re-positioned itself as a ‘low cost’ telecom provider with the launch of the cheapest Prepaid mobile card in Brussels. In the summer of 2013, Scarlet introduced an improved Postpaid mobile offer.

The mobile market in Belgium is highly competitive with large established players (mainly Proximus, Mobistar & Base). Proximus has the strongest brand awareness and Base is perceived as low-cost. 98% of Belgians own a mobile phone hence the large size of the market with users’ high expectations for service.

Scarlet’s ambition with the October 2013 campaign was to increase its brand awareness by 7% while increasing sales by 30% (absolute figures not to be disclosed). Scarlet intention was to position its brand as a challenger to established competitors within the low-cost mobile market. Sales were mainly web centric.

The campaign had to be original and innovative in order to over-achieve on the objectives with a relatively limited budget. The target audience for this campaign was the price seekers/smart buyers looking for the best deals – young adults (24-45 years). The message was price-driven, with a simple and credible tone consistent throughout all channels. Since scarlet.be website was the main sales channel, all messages pointed to the web. The above-the-line channels (outdoor, daily press and radio media) worked together with the digital campaigns (bannering on Social Media and the Google Display Network), while Search Marketing and the website had pure sales objectives. More specifically, the role of Search Marketing was to capitalize on the above-the-line & digital communications to be present on all search queries. A rigorous and dynamic optimization process was put into place to continuously evaluate results, adapt and maximize sales.

An integrated digital strategy was developed in which Search Marketing played a central role.

1. Search Engine Advertising Campaigns were structured in order to be in line with what consumers were looking for on Google. They covered all possible search scenarios with specific text ad messages. Advanced search features such as call extensions, sitelinks and app extensions were deployed to boost visibility and click rate.
2. Remarketing for search distinguished users that had already interacted with the scarlet.be website in order to retarget them thanks to higher auction bids on Google. This allowed us to reach better positions on Google resulting in better conversion rates.
3. Search Engine Optimization (organic listings) was custom in order to capitalize on the homepage SEO authority.
4. Online bannering was mainly used as an online activator in line with the brief target audience & advanced online targeting methods.

Then, a rigorous optimization process with concrete milestones & daily actions was put in place. Indeed, continuous communication between Scarlet and Semetis allowed to quickly reacting and achieving better results. For example, the communication campaigns gave birth to a whole new set of keywords which we were able to capture in the Search Advertising campaigns. This action allowed us to increase the search traffic by 12%.



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