Making a commoditized product offering personally relevant
Despite having more happy and loyal wireless customers than any other brand, Verizon was having challenges breaking through to get its fair share of the aftermarket business, such as cases, headsets, and other accessories. Customers were opting instead for Amazon, Walmart, and other mass merchants for such purchases.
By focusing on use cases to bring the value of these accessories to life in new ways, we were able to position Verizon as the destination for all forms of wireless technology—and consumers began to see accessories as more of a lifestyle decision than a mere commodity purchase.
Through rigorous test-and-learn implementation across a weekly omnichannel campaign, we optimized performance around product, channels, promotions, and creative elements to improve response, conversions, and overall category sales for Verizon.
Within the first year, this approach increased month-over-month campaign response by 36%, resulting in gross revenue gains of more than $41 million for an outstanding and sustained return on investment.