StarHub Uses First-Party Data to Engage Their Telecom Audience
"GrowthAds has proven to be one of the top-performing platforms for driving conversions in both the B2C and B2B sectors for StarHub."
Ran Too, Senior Manager, Brand and Marketing Communications, StarHub
81%
Lower CPA across all ‘enterprise business group’ solutions
21%
Net-new customers on average across all lines of business
StarHub: A Leading Singaporean Telecom Provider Offering World-Class Communication, Entertainment, and Digital Solutions
Industry
Telecom
Brand
StarHub
Product
GrowthAds Advertising Platform
Challenge
To stay ahead of intense competition, StarHub faced the challenge of acquiring new customers across its mobile, home, and business solutions while improving media efficiency and effectiveness. With each product having distinct audience profiles, KPIs, and business objectives, StarHub needed a holistic marketing strategy that also treated each product as its own entity. They required a partner capable of delivering measurable business outcomes at scale, with precise audience insights. StarHub needed a solution powered by internet-scale first-party data and AI to effectively plan and activate campaigns—this is where GrowthAds stepped in.
Solution
StarHub’s media agency, Carat, partnered with GrowthAds to implement tracking pixels across StarHub’s website and products, enabling all stakeholders to gain deeper insights into the behaviors of different audience segments visiting and converting on the site. To improve advertising efficiency and attract new customers, GrowthAds leveraged StarHub’s DMP to exclude existing customers from ad exposure, focusing instead on users who hadn’t visited the site in the past 30 days. This data-driven strategy combined awareness campaigns (using video and rich media formats) with performance solutions to effectively engage StarHub’s targeted audiences.
Results
StarHub successfully achieved its goals of boosting brand awareness and driving online conversions at a significantly lower cost per acquisition (CPA). Within six months, they reduced CPA by 81% across all ‘enterprise business group’ solutions, 57% across ‘entertainment’ and ‘smart life’ solutions, and 38% across mobile solutions. Additionally, they saw a 21% increase in net-new customers across all business segments.
The Partnership
Brand: StarHub
StarHub is a top telecommunications provider in Singapore, offering cutting-edge communications, entertainment, and digital solutions.
Agency: Carat
Carat, a dentsu company, is the world’s first media agency, leading the way in brand, media, and digital communication solutions for some of the most iconic and innovative brands globally.
