Ho.
The launch - entirely digital - of a new phone company

Context

In June, 2018 Vodafone launched ho.: the new phone company which presented itself on the market as clear and essential. Simple, with no extra costs or payment obligation.

The post published for the launch of the brand ho.

How can a new phone company be launched from scratch, in an entirely digital way?

From the day of the launch, we curated all of the brand communication on Facebook, also handling the community management during the initial first months.

 

A shower of questions (and answers)

The new telephone company quickly generated widespread appeal, creating a strong community which rapidly increased. We took care of it 7 days a week thanks to minute by minute community management, by different team members. During the first months, thousands of people interacted with the brand, commenting or asking questions about the new service: we responded to all of them.

 

The importance of listening

During those months, we analysed reactions and the interests of consumers in order to create continually engaging content for users. We monitored competitors, the community being created around the brand and the main discussion topics.

 

The perfect content for our audience

The content production was for sure one of the most substantial elements of work. It resulted in the creation of suitable content for the different brand goals, and for the different audiences who didn’t yet know the brand.

Content always reached a high number of interactions, even when there had been no media investment.

KPI REACHED IN 10 DAYS

  • 93k
    people reached with no media investment
  • 36k
    page views
  • +6k
    comments and messages managed
  • 20%
    Engagement Rate