When O2 were looking for highly cost-effective ways to recruit new PAYG customers, we dug deep into how existing audiences were coming by the brand.
Our research uncovered a significant tranche of new customers were joining as a result of entrepreneurial individuals trading in free sims.
By actively engaging these people to work on behalf of the brand, we could harness their efforts to distribute more sims and drive more profitable activations.
‘Star Trader’ was born, a ground-up digital campaign and platform through which these traders could be incentivised and rewarded.
A dedicated CRM programme was rolled out to recruit and retain participants, offering a commission scheme with payment based on levels of sim activation.
A personalised dashboard enabled them to order sims, track progress and receive their income.
A dedicated mobile app also delivered engaging content, sales advice and targeted promotions to maintain interest and momentum.
The results? Star Trader became O2’s most profitable acquisition channel, winning effectiveness awards in the UK and Europe and spawning a number of copycat schemes from other Telco companies.