Challenger mobile brand freenet FUNK boosted incremental activated purchases by 47% in Germany with an Instagram campaign that engaged its young target market where they are—on their phones.
The Freenet Group is redefining the mobile industry in Germany with an app-led approach that offers maximum flexibility to customers, who can choose what they want from their mobiles on a daily basis.
incremental activated purchases
incremental app installs
increase in brand awareness
rise in ad recall
Having reduced a mobile tariff to its essentials: information, ordering, payment and customer service, and made it all controllable via a single app, freenet FUNK wanted to raise awareness of its unique offering, encourage app installs and attract new customers.
The campaign strategy was to create simple and direct ads to highlight freenet FUNK’s unique app-based mobile offering. Developed in close cooperation with Facebook, the campaign was targeted to young urban customers who feel at home on social networks and who regularly use mobile data.
The ads were designed to intrigue the young target group with clear messaging that explained freenet FUNK’s unique service proposition—its adaptability. Using automatic placements, the ads were shown in Instagram feed and Stories (65%) and in Facebook News Feed and Stories (32%).
Running in Germany between May 8–June 4, 2019, the campaign reached 3.5 million potential customers and achieved:
47% incremental activated purchases
50% incremental app installs
8.5-point increase in brand awareness
19.7-point rise in ad recall