As the Philippines continue to embrace digitalization and connection, it could be argued that Filipinos today arguably have access to good internet. Despite the nation's lagging infrastructure for connectivity, current initiatives from our top telecommunications services providers are moving towards reliable internet connection with greater redundancy, which is essential for its growth and development.
With the continuous investments and initiatives for connectivity spearheaded by the likes of telco giant PLDT plus strong new-comers Converge to name a couple, it could be deduced that the state of Broadband business in the country has already become saturated with a constant bombardment of advertisements for fast & reliable internet. From which entails difficulties for businesses that also provide home internet like Globe at Home Broadband to acquire new leads and subscribers.

In order to stand-out in the cluttered online space for home internet, Globe at Home collaborated with us to develop a Media Ecosystem that their marketing efforts could utilize. The structure we built through our SparkSuite capabilities was strategically based on prevalent customer behavior within the relevant platforms of broadband internet users. This strategy prompted a thorough campaign that is ever-present in the customer’s journey — from initial exposure to ultimately their purchase of Globe at Home’s broadband product.

Alongside our Spark Intelligence service to amass first-party data and analyze key behaviors of the specific audience profiles relevant to Globe at Home, the campaign was able to thrive without having to depend heavily on Facebook. Through SparkSuite, we were able to drive conversion for Globe at Home primarily via Google Search ads. Our team expertly handled a more expansive media selection through agile budget adjustments that efficiently optimized the ads of Globe at Home. This approach of being efficient on a specific platform while maintaining a wider presence became foundational to how the campaign was executed within the media strategy that our SparkSuite capability enabled us to develop.

To further optimize efforts for the campaign through SparkSuite’s efficient targeting, application of Value Based Marketing was drilled down on specific coverage areas that are not only serviceable by Globe but could also accommodate broadband lines and capacity. This comprehensive and strategic approach paved the way for a successful turn out for the brand; from which garnered new leads and subscribers for Globe at Home’s Broadband products.

Globe at Home Broadband ultimately achieved an uptick of 126% installation in Q1 of 2023 vs. the past quarter.  It also boasts an acquisition rate that is  20% more efficient than the same period aforementioned. Furthermore, this campaign garnered a Gold Award for Excellence in Performance Marketing during Marketing-Interactive’s 2023 Marketing Excellence Awards.

By applying a strategic media ecosystem alongside strong value-based messaging within the most relevant platforms that our SparkSuite capability efficiently identifies, we were able to guide Globe at Home to cut through the noise of a highly-competitive broadband internet industry and showcased their offerings appropriately to convert the ever growing Filipino online community that yearns for fast & reliable home internet.