{"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},"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 v27.5) - 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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