BIMA Awards

Data & Performance Marketing: Innovation winner 2018

Launching SMARTY: Three Mobile’s new Sim-only brand | TrueUp

by TrueUp

Project information

This is how TrueUp, a small but mighty growth marketing agency successfully launchedSMARTY, Three Mobile’s new SIM brand. To get traction in a fiercely competitive and crowded marketplace, we adopted a Silicon Valley-inspired approach to performance marketing and developed a bespoke Growth Framework for SMARTY.

This pioneered an innovative blend of creativity, messaging and experimentation with a healthy dose of data analytics, machine learn and attribution modelling. It allowed us to rigorously test every element of the marketing mix, ensuring we optimised the ROI of every £1 spent on performance marketing. In just 6 months we developed: 27 psychographic target segments 36 primary messages 200+ creative assets Executed over 1,000 tests.

This, in turn, produced the lowest CPA of any other marketing channel, accounted for over half of SMARTY sales and achieved a marketing ROI of 275%.

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Launching SMARTY: Three Mobile’s new Sim-only brand | TrueUp

by TrueUp