creative
THREE WORKS
FOR BUSINESS
MAKING THE JUMP FROM B2C TO B2B
Three Ireland, a previously consumer-only mobile telecoms brand, successfully targeted business accounts with a campaign that delivered an account-based experience (ABX).
THE CONTEXT
Three Ireland, a previously consumer-only mobile brand, suddenly needed to position themselves as a busines brand after acquiring O2 Ireland in 2015.
THE CHALLENGE
Inherited thousands of business customers overnight? Great. But if you’re known only as a consumer brand, you’ve got a whole host of challenges to deal with. That’s exactly the situation mobile telecoms company Three Ireland found themselves in.
They needed to drive demand by developing a business brand, repositioning themselves in the Irish market, and gaining credibility for their business offerings on the back of O2.
THE SOLUTION
Our ALIAS team conducted in-depth research to inform an account-based experience (ABX) – it revealed a low understanding of the business potentials in telecoms.
Three’s subject matter experts and customers helped us develop a content marketing strategy, based on the principles of ABM, to generate and share high-value content for Irish SMEs.
The content included video, infographics, online tools, survey reports, webinars and articles, and was distributed across business and tech publications in Ireland, as well as LinkedIn and PPC.
THE RESULTS
4,092
SUBSCRIBERS
19%
MQA CONVERSION RATE
33%
DECREASE IN BRAND REJECTORS
ALIAS has been an invaluable extension to our team, delivering high impact creative and content that really stands out and speaks to our audience. The partnership with them is working really well.
Three Ireland
