DESIGNING A world-class direct acquisition engine from zero base
The #4 US Mobile operator – long dogged by network and perception issues – was set to make several game changing category moves (no contracts, better network, no early termination fees).
Our challenge was to design a world class direct acquisition engine from a standing start (2 FTEs) to capitalize on the brand’s disruptive moves – delivering 1MM+ new subscribers per year at the lowest direct acquisition cost.
Ogilvy Consulting assembled and integrated a world-class team of experts across strategy, digital, organization design, data and analytics, to create a DTC “Blueprint” that would drive immediate performance while building long-term infrastructure & capability. We developed and implemented recommendations across 8 dimensions:
- Segmentation & Targeting
- Proprietary Prospect Database
- Expanded/Integrated Channel Mix
- Ongoing Direct Innovation Pipeline
- Individually Relevant Comms
- Advanced Data Analytics
- Test & Learn Cycle
- Org Design & Capability Building
Since completing the work with Ogilvy Consulting, the provider has grown its market share by 30% and has the most acquisition momentum among US mobile carriers.