Optus: ROI Facebook

This case study describes how Optus, a challenger telecom company in Australia, used social media to deliver a personal service and increase sales.

Optus: ROI Facebook

Sarah Potter

Campaign details

Brand owner: SingtelLead agency: Starcom Mediavest GroupBrand: OptusCountry: AustraliaIndustry Mobile & cell handsetsChannels used: Direct marketing, Internet - display, Mobile & apps, Social mediaMedia budget: Up to $500k

Executive Summary

In the highly aggressive Australian telecoms category how could Starcom improve on already tight performance metrics and create new sales channels for Optus? Starcom disrupted the category by proving social media can be used as a sales tool by demonstrating that delivering a more personal experience converts handset sales.

The...

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