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Data Marketing

YOXO. A full-spectrum data-marketing solution in 4 steps

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After launching the product and rebranding it, YOXO bloomed under a carefully orchestrated data-marketing strategy and succeeded to penetrate the market at a rate we both hoped for & made it happen with a solid team effort plus some cool ideas. Below are the main points of how we did it. I. Knowing the product & the market
  • Finding the right target - the innovators / strategy & positioning input
  • #YOXObackedbyData
II. Strategy and prospecting II.Strategy-and-prospecting
  • Building up user personas and validate them with cross references from YOXO product team
  • Researching possible buying scenarios and market behaviors
  • Developing funnels suited to our target audience - PMK / Strategy
  • Finding the right touch-points to meet our preferred audiences and structure a media-plan
III. Setting up the marketing deployment III.Setting-up-the-marketing-deployment
  • Setting up the performance ecosystem - Data gathering / Data tools / Data processes / Customized dashboards
  • Building audiences and learning process - PMK
  • DV & Programmatic learning process and attribution model
  • Joining forces with the best local publishers & publications - Criteo / RTB House / Biziday App
  • Partnering with the most en vogue apps, the most loved libraries chain and the most hip bicycle love brand - Tazz
  • Using every cutting edge platforms available - Snapchat / Huawei Ads
  • Constantly swim in uncharted waters & try to innovate and explore - Brave Browser
  • Reaching the audience based on a particular and essential behavioural aspect - users check their internet speed - OOKLA Campaign -
  • Setting-up PMK campaigns and produce contextualized ads (v-day, march)
  • A/B testing different messages to different audiences - PPY users /
  • Experiment A/B Testing:: Carusel Q&A vs Carusel Tactic - behaviour & audience testing
  • MOAT by Oracle - optimising media channels viewability
  • TPS - connecting with DOOH solutions
  • Reaching high-end users - Emag Display
  • Reaching users in their hot zones - YOXO Tik-Tok and Tinder / Madhouse
Following the contextualised & creative approach from product development / tone of voice, hashtags, the use of rhymes and tongue in cheek jokes - we refined the impact of the PMK content ads & design inhouse & in joint effort with YOXO product team. Moreover, we constantly focused on Ad-Rank and how to improve the score of the designated LPs by coordinating the use of keywords, benefits, special propositions, prizes and so on. IV. Data gathering / Data tidying / Performance optimisation IV.Data-gathering-_-Data-tidying-_-Performance-optimisation
  • We analyzed & cross-referenced the data from different platforms and tools
  • We understood the sources of traffic and the demographics of the target audience we reached
  • We mixed audiences and prospected with lookalike audience or custom intent based groups of potential clients
  • We compared results of awareness vs. performance channels and tailored the messages accordingly
Every step of the way we measured the impact and success of our campaigns & acted upon optimization of the strongest areas while always looking for more margin to grow, while carefully balancing Orange Romania’s other business lines. * The Bullet Holes Theory case-study

 
*SEO and key optimisation of the landing page *Closely follow-up on the results from social media: #Optimising YOXO Youtube channel and measure the impact - brand lift results #Optimising YOXO Facebook channel and measure the impact - brand lift results *We added a layer of data and info regarding the UX / UI presented by YOXO mobile app *We created targeted remarketing messages to reach those who downloaded and installed YOXO but didn't activate the account V. Extra - PR / best practices / V.-Extra---PR-_-best-practices
*MIXX Europe & Romania *Think with Google YOXO Case Study *Re:Think:Analytics Community Case-Study (out-soon) *Constantly checking the competition - Flex by Vodafone *New ideas and special projects cooking *Boosting awareness and coolness with PR influencers partnerships in IT   Follow YOXO on Facebook & Instagram Download the YOXO App from Google Play / Apple Store / Huawei App Store #pentrucaYOXO Honest. Reliable. Happy.