A refreshed brand, integrated campaigns and a rebuilt digital experience, growing sales by 42% while reducing cost of acquisition by 81%.
The challenge
Adam Internet had a strong brand following but a proposition that needed broadening to maintain its position in an increasingly competitive market. The transformation was significant, expanding into mobile and media for consumer audiences and into Data Centre and Cloud Services for B2B clients, alongside the launch of NBN offerings that repositioned the business for the next generation of connectivity.
The approach
Focused on customer growth, the brand, marketing and product strategies were developed and intertwined to bring a unified approach and allow the business to successfully scale its growing proposition.
The digital customer experience was rebuilt and recognised internationally with a 2013 Web Marketing Association WebAward for Best Internet Service Provider Website, simplifying the customer journey and directly contributing to sales growth. Supported by an improved CRM and the introduction of MarTech, ensuring the marketing and sales teams could operate effectively at increased scale without growing the team.
Integrated ATL and BTL campaigns brought new products to market, growing online and inbound sales by 42% while reducing cost of acquisition by 81%.
A refreshed brand strategy cemented Adam Internet's place as Adelaide's favourite ISP, while the launch of the social media strategy deepened the connection with its loyal local audience. Strong local and charitable partnerships were developed, allowing Adam Internet to maintain the community presence that had always set the brand apart.
The outcome
The result was a business successfully transformed from a local ISP into a broader technology and media provider, with stronger customer acquisition and a more valuable customer proposition.