AMENA

The low-cost Spanish telecommunications operator successfully used a variety of ad formats, including video, in Instagram Stories and on Facebook to increase purchase intent by 76%.

THE STORY
An enduring brand

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.

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 incremental conversion

Facebook and Instagram are two of the most important players in Amena’s media mix. They allow us to reach large audiences and efficiently segment our target. Partners like Facebook bring us closer to the digital native community that we would otherwise not be able to reach with just a conventional media mix. This combination generates demand at a very efficient cost.
ISABEL ALONSO, BRAND, COMMUNICATIONS AND PARTNERSHIPS DIRECTOR, AMENA
THE GOAL
Testing online sales

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.

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THE SOLUTION
Boosting conversions with star power

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