Telkomsel Case Study

Driving Purchases for the Largest Indonesian Wireless Carrier 

Company Overview

PT Telekomunikasi Selular, trading as Telkomsel, is an Indonesian wireless network provider and a subsidiary of Telkom Indonesia. Headquartered in South Jakarta, Telkomsel is the largest wireless carrier in the country with approximately 163 million customers. Telkomsel partnered with YouAppi to ramp up Telkomsel phone package app sales.

Challenge

Increase Purchases by Existing Installers and Prior Customers 

Telkomsel selected YouAppi to strategize and execute a massive mobile marketing campaign to encourage users to purchase different phone plan packages. We set the target eCPA at $0.35. Next, YouAppi’s re-engagement platform went to work optimizing the bids

Our goals were two-fold to drive: 

(1) existing installers to buy their first package and
(2) previous purchasers to buy again, 30-60 days after their earlier purchase.

Solution

Timing is Everything When It Comes to Phone Plans

First off, we understood part of the solution was recognizing the importance of timing – that for many users, the phone plan package had expired recently or was expiring soon, so they were primed to buy new plans. Thus, it was the right time to remind users and offer a new service package. We brought in several different creatives for this purpose, and our top-performing ones were native, full screen, interstitial, and 300 x 250 banners. Also, as part of the strategy concerning the creatives, we ran A/B testing against different creative sets, formats, and CTAs. 

Results

Hit and Exceeded the Target eCPA the First Week!

You know a client is satisfied when he returns or refers others to a business. In this case, Telkomsel began working with YouAppi in March and returned in June for a second booking, recognizing YouAppi’s successful performance and effectiveness.