Trooli | Work | Cheeky Communications

Challenge

Trooli broadband owners briefed Cheeky to create and launch a challenger brand in an ever increasingly competitive market.

Geographically specific awareness was required to match the new and growing broadband network, starting with Kent postcodes and extending to pockets across multiple regions nationally.

Solution^(1/2)

A truly joined up solution. The media strategy initially focused on targeted reach to launch Trooli.

At the time Trooli was uniquely different in its product offering, providing ‘Fibre to the Property’ as opposed to ‘Fibre to the Cabinet’ which all the larger competitors were selling. Education and Engagement was therefore key to help consumers understand why Trooli was different and the subsequent benefits of their product. Trust in a new brand was also essential to success.

Solution^(2/2)

Programmatic Digital display and Paid Social mirrored the geographic targeting of the more broadcast channels and drove traffic through to the Trooli website.

Always on paid search ensured in-market customers could always find Trooli at renewal. Local Influencers were identified and content frequency agreed on a long term basis to drive advocacy and third party partnership support with local football clubs and Christmas markets. Ongoing door drops and canvassers closed the conversion funnel in key areas.

Always on paid search ensured in-market customers could always find Trooli at renewal. Local Influencers were identified and content frequency agreed on a long term basis to drive advocacy and third party partnership support with local football clubs and Christmas markets. Ongoing door drops and canvassers closed the conversion funnel in key areas. Always on paid search ensured in-market customers could always find Trooli at renewal. Local Influencers were identified and content frequency agreed on a long term basis to drive advocacy and third party partnership support with local football clubs and Christmas markets.

Ongoing door drops and canvassers closed the conversion funnel in key areas. Always on paid search ensured in-market customers could always find Trooli at renewal. Local Influencers were identified and content frequency agreed on a long term basis to drive advocacy and third party partnership support with local football clubs and Christmas markets. Ongoing door drops and canvassers closed the conversion funnel in key areas.

Results

Some truly impressive results too. Month on month new customer acquisition targets were met and retention levels maximised.

The network continues to expand into new areas. 8% Market share in Trooli network areas. 21% Unprompted awareness within target audience group. 20% Brand consideration achieved within advertised footprint. New brand, new target audience.

143% RETURN
ON AD SPEND

Channel Mix

Challenge

Solution^(1/2)

Solution^(2/2)

Results

58%

340K

04

143% RETURN ON AD SPEND

Channel Mix

Challenge

Solution(1/2)

Solution(2/2)

Results

58%

340K

04

143% RETURN
ON AD SPEND

Solution^(1/2)

Solution^(2/2)