As a digital-only telecommunications company, Singapore's TV series CirclesLife has always taken a local approach, taking into account cultural nuances, user behavior and communication preferences. Therefore, it refuses to position itself as the cheapest offer and instead focuses on the needs of its users, which is the basis of its marketing strategy.
Ajay Sampath, head of brand marketing at CirclesLife, said brand touchpoints in performance-based marketing include creative pages and A / B testing. This is reflected in social media offerings, search engine marketing (SEM), critical opinion lead marketing, and sponsored content.
He explained that the "transparent nature" of CirclesLife's effective marketing approach keeps all stakeholders informed, works in real time and in real time, and ensures timely feedback and changes. This approach helps brands expand their reach by unlocking opportunities.
“Data is at the heart of everything we do and we believe all metrics have a place because they reflect part of the big picture and can play a role in making final decisions. However, while the metrics do have value, we focus on what we believe will have a direct impact on business success, the customer-centric experience, ”Sampat told Campaign Asia-Pacific.
“Our core value is our guiding light. Internally, we communicate and collaborate effectively to eliminate uncertainty and work closely with key product teams to resolve any customer dissatisfaction complaints. This approach to communication helps us measure the path to digital adoption and ensure we stay on track. to the reference market and to our customers ".
For example, when a problem arises with more than five customers, all cross-functional teams and the management of CirclesLife come together through Warroom initiatives to address and resolve the problems. The brand strives to educate its partners and affiliates in this way of thinking, removing overly complex layers of coordination.
When measuring the effectiveness, efficiency and reach of campaigns and activations, CirclesLife avoids the usual guesswork like ad serving or branding. Instead, performance is measured by the number of SIM card applicants, which informs the brand of its profitability in terms of customer acquisition conversion points.
To achieve this, CirclesLife uses the order value of its mobile plan as a conversion fee and uses a "Maximum Conversion Value" bid strategy to increase revenue. Maximizing Conversion Value is a bidding strategy that helps you achieve the highest conversion value possible within your specified budget .
To measure business performance, CirclesLife focuses on business sustainability, prioritizing living costs and customer acquisition costs as critical metrics.
However, Sampath believes that traditional KPIs still play an important role in measuring the effectiveness, efficiency and scale of a brand and its team.
“For example, we use the Net Promoter Score (NPS) to measure customer satisfaction, which will be a key performance indicator for our brand campaigns. We also track the impact of our brand and campaign through our brand value monitoring program with Kantar, measuring metrics including value, differentiation, visibility and brand strength, to name a few. "
Activation of Kishan Brand Ambassador CirclesLife.
For the recent iPhone 14 launch, the brand took brand ambassador Kishan to the Apple Store on Orchard Road and offered a $ 500 coupon to the winner who answered curiosities about Singapore. Those on the site also scanned the CirclesLife coupons and mobile plans.
Sampath explains that the campaign is part of CirclesLife's corporate data strategy as there is an element of asking questions and effectively listening to any conversation. Therefore, when a brand asks, they lead the conversation by having frequent high-quality discussions with customers to understand the challenges and needs behind compelling mobile offerings.
These conversations extend to social media and face-to-face activation mechanisms, with quiz quizzes that encourage transparency and honest feedback.
As part of the hearing process, the CirclesLife team constantly reviews the feedback structure to address any issues. The broadcasters have also developed a listening engine to aggregate all conversations on CirclesLife into a single database.
Some of these datasets include information on age, platform, targeted content, and promotion mechanisms. For example, CirclesLife's iPhone 14 offering includes three months of unlimited data to keep customers in touch with family, friends and loved ones.
“We realized that mobile apps needed to go further, leading to partnerships with Atome and Mobilestop, as well as offering flexible payment options. In addition to the eSIM features focused on security and data protection, eSIM ensures the security of devices and personal information. all users, ”Sampath said.
This digital telecommunications company operates in Taiwan, Australia, Indonesia and Japan. Private equity firm Warburg Pincus is investing in CirclesLife in 2020 and is considering a special purpose vehicle (SPAC) deal with Bridgetown Holdings that could value the brand from $ 1.5 billion to $ 2.5 billion.