GOMO: Getting Programmatic Strategy Right & Minimizing Cannibalisation Across Products

Client: Singtel

GOMO is Singtel’s digital, no-contract, SIM-only brand. It launched in March 2019 to compete with Circles Life and MyRepublic, who operate in the MVNO (mobile virtual network operators) space and are designed to attract younger customers with their affordable, high data plans. However, Singtel found that, while GOMO was doing relatively well at acquiring new customers, a high percentage (30%) of these were coming from their existing Singtel userbase. This was highly damaging to revenue, as Singtel is a much more profitable part of the business than GOMO. 

 Key objective & challenge: Continue growing GOMO but reduce the cannibalisation of Singtel existing users, with no additional budget. 

 Our programmatic activity required smarter and more purposeful targeting. However, this often comes at a higher cost, so it was imperative that we executed constant, data-driven optimisations to maintain efficiency. To achieve this, our solution included four key ingredients:

 1. The right data signals

 2. Programmatic capabilities

 3. Sophisticated retargeting

 4. Multi-touch attribution (MTA) model 

 This was, and continues to be, a highly successful programmatic approach, made possible by focusing our on the right data, which came to fruition in targeting, execution, modelling and optimising. Six months into our new approach, we have managed to achieve on every goal.