Tata Docomo: HYPERPERSONALIZATION

Credits & Description:

Advertiser: TATA DOCOMO
Agency: INTERFACE BUSINESS SOLUTIONS
Category: Commercial Public Services, incl. Healthcare & Medical
Advertising campaign: HYPERPERSONALIZATION
Developer: Manas Dash (Interface Business Solutions)
Managing Director: Sabyasachi Mitter (Interface Business Solutions)

Outcome
Hyper Personalization has dramatically changed the effectiveness of Facebook Ads for Tata Docomo and has become a critical component of its Social Monetization efforts- Successfully won back over 350,000 lapsed customers- Consumption of Value Added Services shot up by 26% per user- Data pack subscriptions shot up by 46% over base- Over US$2 million incremental revenue per month

Implementation
The Solution was Hyper Personalization - a direct marketing campaign that served personalized ads to each customer basis insights from their transactional account details (prepaid balance, consumption pattern etc) and their social preferences (Interests)Intelligently managing the customer Life Cycle, the direct marketing campaign prompted users to recharge their balance when balance was low, suggested Service Packs when there was sufficient balance; and also suggested relevant Value Added Services basis the users interestsThe Hyper-P server was created using Facebook's Custom Audience API linking data from transaction systems and user's Facebook Interests to be able to create and serve personalized ads in near real time

Execution
Untill HyperPersonalization it was not possible to address advertising to an individual with a customized message pertaining to his specific business relationship with the brand and his personal preferences. But now we managed to not only directly target a relevant communication to the individual but also address him by name to break the clutter. For a challenger brand like Tata Docomo it was crucial to be able to retain and grow the revenue relationship with its customers.

Client Brief Or Objective
Tata Docomo has over 12 million fans on Facebook with 3 million of them being customers. It had been aggressively using Facebook Ads to drive service revenues, but generic advertising was hardly making an impact in the cluttered medium. The Target Audience were Tata Docomo's own customers on Facebook, primarily prepaid customers. We realized that most users ignored Facebook Ads because they were too generic and did not provide a customized communication and call to action. The idea was to create personalized communication targeted at each user with relevant service offers to drive better ROI and business impact.