A New Telco's First 1,000 Sales in 3 Months

About the client

The client is a postpaid mobile plan provider that launched as a mobile virtual network operator (MVNO) in July 2019. Its model was new for the market: shareable mobile plans at cost-effective rates, suited to families and groups of friends.

The challenge

Singapore has advanced infrastructure, discerning customers and a market full of established players. A newcomer had to build awareness, but also earn trust and show that its plans were reliable and good value compared with long-standing competitors. Online and offline activity also had to work together so that people moved smoothly from hearing about the brand to signing up.

What we did

Our creative, social media, performance and web development teams worked as one team over 12 weeks.

Pre-launch. A dedicated landing page unveiled the brand’s augmented reality display and collected a substantial number of sign-ups before the official launch.

Launch. A photo submission page let the public submit photos and vote for their favourites. The contest platform also handled entries gathered offline. The page produced over 1,000 leads in a month.

Social media. We set up and ran channels on Facebook, Instagram and YouTube, with monthly content that kept the brand’s visuals and voice consistent across every platform.

Paid advertising. Campaigns on social platforms and Google Search and Display drove traffic and registrations to the main website, and built audiences for remarketing.

Website and landing pages. We launched and maintained the main website, supported by dedicated landing pages for the offline campaigns.

Database engagement. A CRM kept leads organised, and email journeys encouraged registrations and promotions.

Digital PR. We wrote articles for online and offline media to build credibility.

Tracking. Pixel tracking, tag management and web analytics showed the customer purchase journey, which let us test what worked.

Results

• The database grew to more than 5,000 leads, with over 1,000 purchases in the first three months.
• Paid advertising drove 70% of traffic, making it the main awareness channel.
• Social channels gained over 2,000 followers and more than 3 million impressions.
• Instagram followers grew by an average of more than 19% every month.

Results in context

Metric	Result	Period
Leads in the database	5,000+	First 3 months of launch
Purchases	1,000+	First 3 months of launch
Traffic driven by paid advertising	70%	Launch campaign (12 weeks)
Social followers gained	2,000+	Launch campaign (12 weeks)
Social impressions	3M+	Launch campaign (12 weeks)
Instagram follower growth	19%+ on average, every month	Launch campaign (12 weeks)

The whole project ran for 12 weeks around the launch of a new mobile operator. Because the brand was new to the market, these are launch figures with no earlier baseline to compare against.

For a newcomer in a market full of established players, the numbers answer different questions. The database and purchase figures show whether awareness turned into sign-ups, and the share of traffic from paid advertising shows which channel did most of the awareness work. The social figures show reach and audience growth. The source gives no separate period for the traffic share and the social figures.