We smashed our initial ROI goal of 2:1, delivering five times (!) the business success with an ROI of 10:1.

Personalised messaging converted sales more efficiently, with the Cost Per Acquisition equating to 16 times more efficient than previously credited.

To evaluate the impact this additional personalisation made on sales and consideration behaviour we created 2 groups, (control 320k users, exposed 3.2m users). This allowed us to track behaviour of profiles exposed to bespoke Facebook creative, versus those not exposed. All other media was equal.

8 weeks later, we re-evaluated which phone each individual accessed - and isolated exactly who had upgraded to GS5, switched to another handset /Telco provider, or returned to Optus. This included online sales, phone sales, or in-store sales.

With less than $300k we drove over 200k additional visits to site, versus previous 12 months and successfully converted a further 10% of site visitors (GA measured). We delivered more than a 50% reduction in our average affiliate and direct response CPA, far exceeding our 5% goal and customers within the exposed group were 33% more likely to convert and remain loyal than the unexposed control group.

Our 2 test criteria were far exceeded with our actual results:

• Optus’ Facebook page was 2x more likely to convert to customers!

• 75% of real world sales were driven by Facebook – meaning the 10% online sales average was much lower than actuals.

For Optus social prospecting is an entirely new way of thinking about acquisition in the digital space. However, through agile dynamic creative messaging we were able to prove social’s true (not estimated) value across online and offline channels for the first time. This will become an ongoing strategy in continuing to optimise our sales prospects.

Facebook enabled our targeted strategy at scale – with a total of 3.2 million users exposed to the campaign.

Communication was then personalized based on social media data points, behavioral activity and handset data to create this new model, and deliver the results

Each user on Facebook has a unique digital profile. By using the Facebook app we matched this profile data to Optus’ insights which included specific handset brand and model of smartphone. (At no point using actual personal customer details)

We then cross referenced Facebook data with our records, grouping customers based on their contract expiry point: 0-12 months, 13-18 months, 19-24 months, expired. With this super rich data set (combined unique profiles + handset brand + phone model + contract expiry point), we could now identify our lapsed and current customers at a specific level.

This enabled us to predict purchase more accurately than ever. We used combined data to build a complex matrix that delivered customized messages, tailored to each individual’s product need - maximizing acquisition opportunities.

An unprecedented sales success followed.