CASE STUDY
T-Mobile
Encouraging Paperless Statements to Promote Sustainability
10MM
Ad Impressions
31%
Increase in Paperless Statement Enrollments
3.5%
ROAS
Objective
T-Mobile, a leading telecom provider, partnered with AUDIENCEX to develop a campaign aimed at promoting sustainability and reducing operational costs. The goal was to encourage current customers who were receiving paper statements to transition to paperless billing. This initiative sought to minimize environmental impact while improving efficiency.
Strategy
AUDIENCEX implemented a data-driven, multi-channel strategy to engage T-Mobile customers across multiple touchpoints:
- CRM Data Activation: Leveraged T-Mobile’s customer relationship management (CRM) data to identify customers still receiving paper statements.
- Omnichannel Campaign Deployment: Delivered targeted messaging through programmatic display ads, email campaigns, and mobile inventory to maximize engagement and drive conversions.
- Integrated Messaging: Created a consistent message across all channels to highlight the benefits of paperless billing, such as environmental impact and convenience.
By combining precise targeting with a multi-channel approach, the campaign aimed to engage customers effectively and encourage behavior change.
Tactics
- Programmatic Display Advertising: Deployed targeted display ads to reach customers in their preferred online environments.
- Email Campaigns: Sent personalized emails to customers, emphasizing the ease and benefits of opting into paperless statements.
- Mobile Inventory Integration: Utilized mobile ads to reach customers directly on their devices, creating seamless engagement.
- Data-Driven Personalization: Customized messaging based on CRM data, ensuring relevance to the customer’s current billing preferences and emphasizing the simplicity of switching to paperless.
- Performance Optimization: Monitored campaign metrics in real-time, refining targeting and creative to maximize engagement and conversion rates.
Results
The campaign achieved remarkable success, delivering:
- Over 10 million impressions, effectively reaching T-Mobile customers across key digital channels.
- Thousands of visits to the mobile site, driving awareness and engagement.
- A 31% increase in customers opting for paperless statements, significantly advancing T-Mobile’s sustainability goals while reducing costs associated with printing and postage.
By combining strategic targeting, multi-channel delivery, and compelling creative, AUDIENCEX successfully helped T-Mobile achieve its dual objectives of promoting sustainability and enhancing operational efficiency.
