Retention marketing for a national telecom and entertainment brand

2.4xRedemption rate vs. the prior campaign, first 10 days.

My roleContract account supervisor through Omnicom Media Group.

The problem

I worked as an Account Supervisor on contract, through Omnicom Media Group, on retention for a national telecom and entertainment client. Customers who'd opted out of email couldn't be reached by the retention program.

What I did

So I built a paid social strategy to find them on Facebook and Instagram. It used custom audiences from "likely to churn" data, social listening and community management, and a Messenger chatbot to cut inbound service calls. The strategy was implemented.

On the email side, I reported on a retention campaign that offered at-risk customers a surprise channel upgrade. Customers redeemed at 2.4x the rate of the prior campaign over the same first 10 days.

The result

2.4x

Redemption rate vs. the prior campaign, first 10 days.

Compares two campaigns with different audiences. Not a controlled test.

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