Amena was first launched in 1999 as Spain’s third mobile phone operator. After a takeover by France Télécom in 2005, the brand was discontinued. However, it was revived in 2012 to become Orange España’s low-cost brand.
lift in purchase intent for both mobile and fixed lines compared to other online media channels
incremental conversions based on purchase intent
generated per incremental conversion
The Spanish telecom market is mainly based offline. Advertisers use digital platforms to generate leads to their call centers. Amena, as the low-cost brand of Orange Group, wanted to test the efficiency of online sales with Instagram and Facebook.
Amena’s campaign was targeted to Spanish people aged 18 and up who were interested in other low-cost products and brands, and excluded existing Amena, Jazztel and Orange customers. This was achieved by creating Custom Audiences and retargeting ads to people who had recently visited Amena’s website.
To increase online conversions, the brand used several Facebook and Instagram ad formats to take advantage of their unique creative possibilities. Two famous Spanish personalities fronted the campaign—David Bisbal and Boris Izaguirre.
Amena held a workshop with the Facebook Creative Shop team to adapt these creative assets for Facebook and Instagram’s platforms. This included recording vertical assets for Instagram Stories and getting famous Spanish influencers to make actions and movements that invited people to swipe up or click. This encouraged a direct response from customers and improved ad performance. The Facebook and Instagram campaign ran concurrently with campaigns on TV, offline and other digital media.
Running between November 4–30, 2018, the Instagram and Facebook campaign resulted in:
76% lift in purchase intent for both mobile and fixed lines compared to other online media channels
936 incremental conversions based on purchase intent
€21 generated per each incremental conversion