Magenta Moments: How customer activation became a success story
In the dynamic telecommunications market, customer loyalty is paramount. For Magenta, one key question arose: How do you activate your customer base and make the smartphone the central interface for the customer relationship? The answer lay in the “Mein Magenta” app, which was set to play a central role with a major relaunch and the new benefits programme “Magenta Moments”.
Challenge
Despite its relevance, on average only two out of five mobile customers used the “Mein Magenta” app. The goal was clear: close this gap, significantly increase app usage, and re-engage inactive users in order to strengthen customer loyalty sustainably.
- Increase in the app usage rate among mobile customers.
- Reactivation of inactive app users.
- Generation of new app downloads.
- Building awareness of “Magenta Moments” in the upper funnel and driving activation in the lower funnel.
With our data-driven strategy, we succeeded in noticeably increasing app usage while sustainably strengthening customer loyalty – a complete success!
Measures
Our data-driven omnichannel campaign used first-party data and smart targeting scripts to reach the target audience with precision. Across all relevant channels – from programmatic and YouTube to Meta, TikTok and Snapchat – we used emotional creatives to showcase the exclusive benefits of “Magenta Moments”. To ensure a seamless user journey, interested customers were directed via deep links straight into the app or sent to the appropriate app store. The interplay of creative content, an intelligent data strategy, and a well-thought-out UX concept formed the foundation for success.
What makes this campaign so exceptional is the perfect symbiosis of technology and creativity. Through the smart use of first-party data and innovative targeting scripts, we not only reached the right people, but also engaged them emotionally and guided them seamlessly into the app. This is the epitome of data-driven efficiency and modern user activation.
Results
The campaign exceeded all expectations and impressively demonstrated how strategic planning and technological expertise lead to measurable success. User engagement increased above average and usage frequency rose significantly. The message landed: the app is not only being downloaded, but actively used.
- % Increase in app usage rate among mobile customers after the campaign
- % of reactivated users opened the app multiple times during the campaign
- % of all mobile contract customers actively use the app today
