Zzoomm

Overview

Zzoomm is a high quality Full Fibre network for homes and businesses across the UK. Ideal for streaming, gaming and social media all at the same time as well as faster file sharing, video conferencing and remote working.

The challenge was that following rebranding Zzoomm had to claim market share in the UK given the high competition, while identifying what makes prospects tick.

In addition, Zzoomm operates in strict geographic areas and therefore both the size of the available market, as well as the ability to effectively target them, is key to the success.

Our approach

1. Thorough market and competitor research, as well as analysis of past learnings, allowed us to formulate a robust creative testing strategy.

2. Produced multiple creative variations, around different communication hooks, competitive USPs and CTA combinations, structured in a creative A/B testing framework, yielding incremental efficiencies.

3. Account audits for Google Ads and Meta helped us point out quick wins and ultimately led to a full account restructure, increasing relevance.

4. Segmented activity into 4 key layers, based on audience affinity and keyword intent, increasing our capability to funnel investment to the right audience based on expected efficiencies.

5. Optimising Brand search campaigns, we were able to improve CPCs by 29%, while simultaneously increasing CTR by 26% and maintaining impression share and protecting our Brand space from the competition.

6. Geographic targeting was calibrated around specific postcodes, and a combination of targeted and excluded areas, allowed us to better match users to Zzoomm’s coverage areas.

7. To improve our matching rates further, we utilised eligible postcode checks as an offline conversion signals, which helped us improve eligibility checks and ultimately, conversion to Sale.