Acquiring new broadband customers in hard to reach areas with digital marketing

KCOM, part of the KCOM Group, is a £483M blue chip that offers a vast range of connectivity products and services under a multiple-brand umbrella.

For their consumer brand they required a stand out digital marketing campaign with ambitious sales figures to attract non-KCOM customers.

If you want an ROI that puts a smile on your face, we’re your team.


We needed to think differently to acquire x250 new broadband customers and increase the overall conversion rate by 0.5% by looking at different channels: direct mail, social media, advertising, and partnerships to widen the potential reach and influence.


A stand out digital strategy integrated with direct mailers

A creative integrated marketing strategy with multiple touch points both above and below the line. Including engagement with schools, work places and the local community, a dynamic multi-layered direct mail plan, outdoor media in key locations supported with an online and interactive social strategy.


An impressive 406.28% ROI

Traction was strong, 103% of the target was reached, with 10 days of the campaign left to go!

Concept feedback was positive internally and externally.

A whopping 124 entries where received from children for the ‘Internet Superhero’ competition.

Successful community events generated more sales, the #KCOMSmile reached nearly 10,000 people, with 1,243 video views, 43 likes, 28 comments and 7 shares.

Marketing results
  • Target sales quantity – 250 vs actual sales quantity – 303
  • Target conversion 1.5% vs actual conversion 57.6%
  • 1507 overall landing page visits with 32 online transactions
  • Smile video reached 9,889 people