Gareth Christodoulou

**Case Study: Libon App - A Multicultural Approach to Global Connectivity**

**Brief:**

In response to the challenge of significantly increasing app downloads and promoting calling packages among international cultural communities, Telecoms giant Orange sought to leverage its Libon app. The primary goal was to achieve substantial growth in app installations and foster increased connectivity between diverse communities within a tight two-month timeframe.

**Strategy:**

Our strategy focused on utilizing a proprietary in-house multicultural database to pinpoint and segment relevant cultural communities. By identifying specific online and offline channels with significant penetration in over 13 countries, we tailored creatives in multiple languages. These creatives, coupled with enticing copy offerings, were designed to position Libon as the preferred brand for communication within international communities.

1. **Data-Driven Segmentation:** Leveraging our in-house database, we meticulously identified and segmented cultural communities with a high affinity for the Libon app.

2. **Multilingual Creatives:** Recognizing the diversity of the target audience, we created creatives in multiple languages to ensure resonance and cultural relevance.

3. **Cross-Platform Integration:** A highly measurable integrated digital campaign was deployed across 13 countries, encompassing various online and offline platforms. This approach aimed to maximize Libon's visibility and engagement with the target audience.

4. **Social Media Engagement:** Recognizing the global influence of social media, the campaign strategically utilized these platforms to enhance brand awareness and encourage app downloads.

5. **Incentivizing Usage:** Copy offerings were carefully crafted to present Libon as the brand of choice, emphasizing benefits and incentives to encourage increased app usage within the targeted communities.

**Results:**

1. **Substantial Increase in App Downloads:** The integrated digital campaign successfully led to a significant surge in Libon app downloads within the stipulated two-month period.

2. **Enhanced Connectivity:** The focus on multicultural segmentation and multilingual creatives fostered increased communication between international communities, aligning with the client's objective.

3. **Measurable Impact:** The campaign's integrated approach allowed for precise measurement of its impact, providing valuable insights into the effectiveness of each channel and creative element.

4. **Brand Recognition:** Libon successfully positioned itself as the preferred brand for international communication within the targeted cultural communities, achieving a notable increase in brand recognition.

**Conclusion:**

Through a meticulous strategy leveraging data-driven segmentation, multilingual creatives, and an integrated digital campaign, Orange successfully promoted the Libon app among international cultural communities. The campaign not only achieved the primary goals of increased app downloads and enhanced connectivity but also established Libon as the go-to brand for cross-cultural communication. This case study exemplifies the effectiveness of a well-executed, data-informed, and culturally sensitive approach in the dynamic landscape of digital marketing for telecommunications.