Objectives
Our objectives evolved over time. What began as B2B became a national awareness campaign which grew as its emotive power became increasingly apparent.
- Grow brand health +1
- Growth in new business leads +10%
- Grow Three's market share by 0.3% quarter on quarter
Brand health growth directly impacts Three's profits: the relationship between monthly health and monthly sales suggests a +1 in health growth delivers up to 1,000 incremental sales. (Fig 1)
Growth of new leads shows how new customers were placing Three Business into their consideration set.
0.3% doesn't sound like much, but for a company the size and...