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, such as local football clubs and Christmas markets.
Ongoing door drops and canvassers closed the conversion funnel in key areas. In parallel, Cheeky launched Trooli onto the price comparison websites through our affiliates programme, increasing access to their target audience and positioning them as a serious competitor in the broadband market.
As Trooli’s network grew and the market became ever more competitive with like for like product offerings, there was increasing pressure on product price and the media strategy became more promotions-led across the year. An always on media strategy was devised with key bursts of activity to ensure sales were delivered and brand metrics were strengthened year on year.