In 2018, the Philippines ranked #1 in internet use worldwide. Yet, 8 out of 10 Filipinos do not have internet access at home which inhibits them from taking advantage of being online. This drawback is mainly due to the limited financial capacities of low-income earners that comprise the bulk of our population.

Globe at Home partnered up with us to figure out how to bridge this digital divide. With the telecom brand’s initiative to introduce an affordable Prepaid WiFi product to enable Filipinos to gain internet access, our task was to generate massive awareness to a market that is intermittently online by developing an effective communication strategy that aligns with the low-income earners’ current reality.

Driven by the consumer digital behavior data we mined through Spark Intelligence, we implemented a 5-step communication approach to create awareness and optimize conversion. See how we thoroughly mapped out Globe at Home Prepaid WiFi’s strategy to enable a worldview of opportunities for its target audience.

This strategy became the foundation on how to properly engage the target audience comprehensively and ultimately drive conversion towards Globe at Home’s affordable Prepaid WiFi offering. As featured in the visual placed above, the campaign amassed several positive results from which features a whopping 200% improvement in Subscriber Growth and a strong 80% increase in Online Sales for Globe at Home.

The success of this campaign led to us winning a Silver Stevie Award for Innovative Achievement in Sales or Revenue Generation, from which became the cherry on top of this rewarding project.

Through bridging the digital divide with Globe at Home Prepaid WiFi, we were able to further grow the online Filipino community and serve each one with dependable broadband internet.