{"id":13980,"date":"2020-03-26T00:00:00","date_gmt":"2020-03-26T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/magenta-data-driven-relaunch\/"},"modified":"2026-02-27T11:08:14","modified_gmt":"2026-02-27T11:08:14","slug":"magenta-data-driven-relaunch","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/magenta-data-driven-relaunch\/","title":{"rendered":"Magenta Data-Driven Relaunch"},"content":{"rendered":"<h2>Goals<\/h2>\n<ul>\n<li>Optimal visibility for the new website magenta.at<\/li>\n<li style=\"margin-top: 0.5rem;\">Addressing search queries for the old brand names<\/li>\n<li style=\"margin-top: 0.5rem;\">High impression share for brand keywords, as these did not rank organically at the beginning<\/li>\n<li style=\"margin-top: 0.5rem;\">Generating sales immediately after the relaunch<\/li>\n<li style=\"margin-top: 0.5rem;\">Informing customers about the merger and the new Magenta brand<\/li>\n<li style=\"margin-top: 0.5rem;\">Cross-selling and upselling between both brand worlds, T-Mobile and UPC<\/li>\n<\/ul>\n<p><strong><em>&ldquo;We were able to fully rely on e-dialog for the planning and professional implementation in display, search, and data integration.&rdquo;<\/em><\/strong><br><cite>Pia R&ouml;mer, Vice President Digital at Magenta Telekom<\/cite><\/p>\n\n<h2>Strategy<\/h2>\n<ul>\n<li>Differentiated campaign setup distinguishing between brand-related and non-brand-related traffic<\/li>\n<li>Keyword strategy based on search intent &amp; insights from recent years<\/li>\n<li>Audience strategy using 1st-party customer data from T-Mobile and UPC<\/li>\n<\/ul>\n<h2>Measures<\/h2>\n<p>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.  <\/p>\n<p>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. <\/p>\n<h2>Results<\/h2>\n<p>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. <\/p>\n<p>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%. <\/p>\n<p><style>\/*! elementor - v3.5.6 - 28-02-2022 *\/<br \/>\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\n<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Screenshot-Magenta.jpg\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Screenshot-Magenta.jpg 1024w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Screenshot-Magenta-300x180.jpg 300w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Screenshot-Magenta-768x461.jpg 768w\" alt=\"Magenta Data-Driven Relaunch\" width=\"800\" height=\"480\"><\/p>\n  <div id=\"kpi-large-block_371c325c3c3c830f2cb1c47d2175b4a9\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-down-right\"><\/use>\n                <\/svg>\n                            <span data-count=\"96\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">CPC for the brand name<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#plus\"><\/use>\n                <\/svg>\n                            <span data-count=\"238\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">more online transactions<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#plus\"><\/use>\n                <\/svg>\n                            <span data-count=\"200\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">more store visits<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[445],"channel":[],"country":[],"goal":[],"industry":[],"c-year":[],"class_list":["post-13980","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-analytics"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Magenta Data-Driven Relaunch: Case Study | e-dialog<\/title>\n<meta name=\"description\" content=\"Data-driven relaunch: Magenta rebranding visible. 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