Driving business results through a strategic programmatic campaign

Client: StarHub

With 98% of its population owning a mobile phone, Singapore leads Southeast Asia’s mobile-first economy. In a fiercely competitive and saturated telco market with ~8.4m mobile connections for a population of ~5.4m opportunities to tap new demand and customers for products and services are challenging. 

In a pandemic where brick-and-mortar touchpoints were limited, and as competition increased alongside changing consumer consumption, prominent mobile telco provider StarHub sought to leverage its long-term strategy of in- and online-store experiences to overcome challenges and tap opportunities that would drive conversions and purchases online for its mobile plans and phones.

With the goal of sales conversion, StarHub, and its media agency Carat partnered with Yahoo on a strategic programmatic execution to drive conversions and purchases online for its mobile plans and phones. 

Targeting non-StarHub subscribers, particularly users subscribed to their competitors, and users with an interest in mobile phones and the latest models, the campaign was powered by synergistic first-party data and artificial intelligence. Combining StarHub's CRM data and Yahoo’s 200 billion cross-screen data points each day from search, mail, content and more to create a complete picture of the audience, the strategic programmatic campaign focused on optimising reach, driving a straightforward customer purchase journey and maximising ROI and ROAS, all in a privacy-centric way. 

Consistently driving one of the lowest cost-per-acquisition rates amongst all channels, Yahoo propelled conversions and performance for StarHub, enhancing brand awareness and driving sales for StarHub mobile.