Cincinnati Bell was in desperate need to change local consumer perception, especially with the Spectrum giant threatening to take dramatic market share. However a telecommunications company appeals to different audiences for much different reasons - a Gen Z-er cares all about product innovation and speed, whereas an older demographic cares about customer care and a quality touch.

I knew if we could build unique consumer journey models for each audience, we could create customized messaging that would deeply resonate. For each consumer segment, we determined the mediums needed at each level of the funnel, the level of frequency needed at each level to efficiently move them to the next step, and which unique actions would in fact trigger a shift to the following stage.

Through data onboarding, we ingested their existing consumer database, slotted them into the appropriate level of the funnel and moved them down according to their relationship with the brand.

Once we had the models built for each journey, I worked with the creative team to build out each message based on that unique moment in time for that particular consumer, implementing dynamic creative for all targets.

But all of that was just to get us to the launch date. Once the campaign launched, we pinpointed the need for both creative and media optimizations through our live dashboard feed.

This campaign drove +34% increase in online sales in the back half of 2019, with a 20% increase in call volume.