A negative perception of their network reliability, no stores, and small budgets were the key issues to navigate in this campaign for telecommunications provider Skinny which aimed to improve their credibility rating and attract new customers. We were able to put the brand’s biggest asset – customer loyalty – to effective use in an entirely new advertising approach we called Friendvertising.
Our goal was to capitalise on a hefty helping of genuine customer love and a remarkably low rate of customer turnover to create ‘mass personalisation’ for Skinny. This was executed by recruiting 46 real-life existing customers to be Friendvertisers, promoting the brand in a number of integrated ways for maximum impact. From customising a friend-get-friend promotion for each unique Friendvertiser to en masse personalisation of each one’s profile, hundreds of media placements and an intensive targeted campaign period across multiple channels, we successfully shifted the needle of customer perception. Marked improvement was achieved in consumer impressions of Skinny’s credibility, relevancy and consideration over a short campaign, which picked up a Gold and two Silver awards at the 2021 Beacon Advertising Awards.
