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.

Though, 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 and present relevant value propositions to Filipinos in the cluttered online space for home internet, Globe at Home collaborated with AdSpark (of the Globe Group’s 917 Ventures and Brave Connective Holdings, Inc.) to develop a Media Ecosystem that their marketing efforts could utilize. The structure created by the media agency was strategically based on the most prevalent customer behavior of broadband internet users — from their journey of initial exposure to ultimately their conversion for the product.

With AdSpark’s prowess to amass first-party data, track content consumption habits, and analyze key behaviors of the specific audience profiles relevant to Globe at Home; the brand was able to not be too dependent on a highly-saturated Facebook platform due to the application of an efficient and more expansive media selection. This approach of being efficient while maintaining an expansive presence became foundational to how the aforementioned Media Ecosystem for Globe Broadband was developed.

In order to ensure the performance of the campaign, investments were placed according to the objective of each channel utilized. Also, to make the media strategy more hardworking, the use of first-party data was maintained to exclude current subscribers and develop lookalikes so as to improve audience targeting for acquisition. To generate awareness and maximize reach, Globe Broadband still maintained its presence on Facebook while applying first-party data insights to specifically limit exposure to audiences within DGPON* serviceable areas. As for creating Interest and Brand Retention towards efforts, tactical offers such as discount coupons for partner products plus provision of exclusive streaming membership were deployed. Then for the conversion stage of the campaign, investments were focused towards Google Performance Max and Google Search due to both channels’ propensity to identify and catch more intentional subscribers for broadband internet. 

To further optimize efforts for the campaign, 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 coupled with the Media Ecosystem paved the way for a successful turn out for the brand; from which garnered new leads and subscribers for Globe Broadband.

**DGPON or Digital Gigabit Passive Optical Network is fiber technology that allows internet service providers to consolidate multiple services onto a single fiber transport. This ultimately enables providers to install fiber internet within serviceable areas within 24 hours.

The strategic addition of executing marketing efforts on Google via Google Performance Max and Google Search became pivotal for the campaign’s effectiveness to comprehensively guide customers along their journey from exposure to conversion for Globe Broadband. The intentional pairing of Performance Max and Search highlighted the efficiency that Google can provide businesses; when paired, this approach of combining both executions can save businesses time, maximize the specific ad budget, and more importantly optimize conversions towards offers. 

This delivery paid dividends and supplemented the initial investment of reeling in attention primarily from the main platform of awareness for this campaign; which Facebook still dominated. The campaign was able to purposefully navigate through a highly-saturated platform for broadband internet by implementing value-based marketing principles alongside a more cost-efficient media selection that is specifically developed for Globe at Home Broadband’s designated target audience.

Through the implementation of this campaign, 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. 

By applying a strategic media ecosystem alongside a strong value-based messaging, Globe at Home was able 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 internet at home.