Our own casting, built to convert
BAIT
Acquisition for Walmart’s mobile carrier: our own casting, new territories and heatmap analysis.
card-marca-baitThe process
BAIT was one of the most aggressive campaigns I ran at the agency. It’s Walmart’s mobile carrier, it runs on the Altán network and it competes on price: its customer wants lots of data for little money, and switches over from another carrier to get it.
The brand gave us its official artwork, shot with the talent it had under contract. That was the official campaign and it did its brand job; the conversion side needed pieces built for a different goal.
Mexico’s working-class C and D segments taught me the same lesson again: traditional advertising codes land differently with these audiences, and to move them to act you have to speak their language.
caso-bait-proceso-1Other faces, other territories
We went out looking for other faces, other ages and other situations. Young people responded most to the ads and switched carriers the most, so that’s where we focused production.
From there we opened up the territories we wanted to test: gamers and rideshare drivers. People who live on their data plan and choose on price — exactly where BAIT competes.
caso-bait-proceso-2Heatmaps and iteration
Every campaign got a visual heatmap analysis: where attention lands and how much of it goes to the headline, the body copy, the logo and the image. That way every change to the artwork rested on measured attention, and our judgment got sharper campaign after campaign.
Iterating paid off the most. Every round left more data: where to take the next batch, what to repeat and what to drop. That loop is what ended up bringing in quality leads and hitting the campaign’s acquisition goals.
caso-bait-proceso-3
