Vodafone: Making of the world's most loved telecom brand on social media

Ashwath Ganesan

Campaign details

Brand owner: Vodafone
Agency: Social@Ogilvy (Ogilvy & Mather)
Brand: Vodafone
Country: India

Executive summary

In a highly competitive, saturated telecom market in India, where pre-paid customers were fickle and discriminating, Vodafone had to rapidly build brand affinity with its audience on a new medium: Facebook. With competitor Tata DoCoMo already established as the category leader on Facebook, the brand had to find a new way to engage with its fans, building a relationship with them and generating advocacy.

Through a carefully constructed content strategy, the agency drove the Vodafone ZooZoos Facebook page to unprecedented heights. It became the largest, most engaging telecom brand on Facebook – in the world. And in doing so, it created a surprising windfall in media return on investment.

Market background and business objectives