Being the largest telco company in Denmark, YouSee is often faced with viral customer complaints and negative publicity.
We needded to turn brand critics into brand ambassadors. We needed to show our customers how much they mean to us by connecting with them on a more personal level.
To increase brand loyalty amongst our customers, we decided to turn big data into big emotions. First, we found the most listened to artist on YouSee’s music streaming service, Lukas Graham, and got him to play at the yearly customer concert, YouSee Musik Live. We then sent direct emails to our most loyal customers, enabling them to participate in the competition to win tickets to the concert before everyone else. When entering the competition, they also gave us permission to look into their streamingdata on YouSee Musik. We used this data to find the top Lukas Graham listeners, who we then invited to “an interview”. In the middle of the interview we got Lukas to come out and surprise them. We made an online film out of it and spread it via our own and Lukas’ SoMe channels. We also used the data to make personalized invitations for some of the top Lukas Graham listeners - and posted it on their Facebook page.
The data driven approach not only made YouSee an integrated part of the communication around the concert, but also worked as a great loyalty driver as it made the campaign relevant and engaging for our customers. The number of brand critics decreased by 54% amongst those exposed to the campaign and by 71% amongst those who participated in the concert.
The surprise film spread across social media and news sites, generating an overwhelming amount of positive customer comments. Within the first 24 hours, the film had been seen by more than 1.5 million on Facebook alone with an organic reach of 80%. Based on data and insights, the film is YouSee’s best performing commercial video to date.
The total campaign performance on Facebook was, with a reach of +6.3 million and a VTR of 51%, way above average compared to industry benchmark.