Magenta Data-Driven Relaunch
Intro
With years of experience and expertise in data-driven marketing, e-dialog supported one of the largest rebrandings in recent history: the merger of T-Mobile and UPC into the new Magenta brand. Through a sound keyword and audience strategy based on insights from the collaboration with T-Mobile and a differentiated campaign setup, magenta.at was visible from the start, while the brand CPC was reduced by 96%.
Goals
- Optimal visibility for the new website magenta.at
- Addressing search queries for the old brand names
- High impression share for brand keywords, as these did not rank organically at the beginning
- Generating sales immediately after the relaunch
- Informing customers about the merger and the new Magenta brand
- Cross-selling and upselling between both brand worlds, T-Mobile and UPC
“We were able to fully rely on e-dialog for the planning and professional implementation in display, search, and data integration.”
Pia Römer, Vice President Digital at Magenta Telekom
Strategy
- Differentiated campaign setup distinguishing between brand-related and non-brand-related traffic
- Keyword strategy based on search intent & insights from recent years
- Audience strategy using 1st-party customer data from T-Mobile and UPC
Measures
The campaign took place in two phases. In the first phase, the main goal was to guarantee maximum visibility for brand-related search terms to communicate the rebranding and continue providing answers to customer search queries. The first phase also served as a testing phase, the findings of which were incorporated into the objectives and smart bidding strategies of the second phase.
Furthermore, a differentiated campaign setup, which distinguished between brand-related and non-brand-related traffic as well as the three brand names (Magenta, UPC, and T-Mobile), enabled individually tailored bidding strategies. The keyword strategy was based on empirical values from years of collaboration with T-Mobile: only keywords that performed well in terms of sales and store visit generation were adopted into the new setup.
Results
Thanks to the keyword and bidding strategy, the new Magenta brand was visible from the start. The initially very high CPC dropped rapidly from 28 cents to 2 cents.
Through paid search ads, the number of online transactions increased by 238% in the week of the relaunch compared to the previous week. Store visits were also increased by over 200%.
- % CPC for the brand name
- % more online transactions
- % more store visits
