Campaign details
Brand: giffgaffBrand owner: TelefónicaLead agency: Havas MediaCountry: United KingdomIndustries: Telephone & internet servicesMedia channels: Search marketingBudget: 5 - 10 million
Executive summary
giffgaff set Havas steep sales targets to hit, in a particularly volatile year, where performance was already dampened by falling brand demand and the impact of COVID. To deliver against these targets whilst still retaining efficiency, we knew we had to be smarter with our investment, not larger.
Tech maturity, data-focused insights and audience prioritisation were therefore at the heart of our search...