2022 Silver Email

Agency: TMW Unlimited

Client: Vodafone

Campaign Name: All For You

Campaign Overview

Vodafone's Net Promotor Score had stagnated. Customer lifetime value was also under threat. The agency’s task was to drive scores back up using email.

Strategy

Value perception is a key driver of NPS. Despite the many value-add extras that come with every contract, customers were still not recognising Vodafone for value. The agency overhauled the previous strategy of multi-benefit focused emails and instead created a drumbeat of single-minded messages over a six-month period.

Increasing NPS with emails is a big ask. Cut-through is the key challenge, with well over half of Vodafone customers not opening their emails and of those that do, 70% just skim read.

TMW Unlimited conducted customer research, learning how the emails were seen to be shining a light on Vodafone’s value in customers’ eyes. It certainly didn't help with brand love; nobody loves a show-off.

So, how could Vodafone cut through with value-add extras and boost perception?

The comms strategy that was a step-change for the brand. It set out a monthly deployment schedule to single-mindedly highlight the benefits available to customers - one email at a time.

Creativity

The creative platform ‘All for you’ used the five principles of creative effectiveness: fortitude, feeling, focus, fluency and fun.

This gave the creative team a simple proposition to share with customers: we appreciate you.

Results

In the past, Vodafone had only seen above-the-line campaigns deliver notable NPS increases. The emails delivered the highest-ever shift in NPS from customer comms: up by 2.2 points among the measured group.

This was achieved with cut-through to inboxes, cut-through with creative and cut-through in messaging.

Normally, above-the-line work is seen as the biggest driver of NPS. But Vodafone proved that email is a powerfully effective tool, with a fraction of the spend - especially when deployed in a series of timely and relevant nudges.

The Team

TMW Unlimited - Helen Sanderson, Group Account Director - Jennifer Allen, Senior Account Director - Jos Ingram, Planning Director - Tom Harman Creative Director - Alexei Awan, Senior Art Director - Matthew Vaughan, Senior Copywriter - Matt Walton, Designer - James Atkins, Designer - Robert Ashdown, Senior Digital Producer

Vodafone - Natalie Sylvester, Head of Marketing Communications and Base Engagement - Josh Hooker, Senior Communication Manager

Contributors

IMI Mobile