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Optus is claiming to be the first global brand to use Facebook’s trending feature for a consumer campaign that relies on posting fresh content daily to the social media site.
The telco’s new campaign launches its new daily pre-paid offering, My PrePaid Daily offering, and is being executed by Optus in partnership with Facebook and Starcom. My PrePaid Daily is targeted at the value end of the market and gives users the ability to pay only for what they use, when they use it.
Facebook began rolling out its new trending feature to users in January in a move widely believed to be a direct response to Twitter’s popularity. The list of trending content appears in the top right of a user’s Facebook news feeds, and is tailored to suit an individual’s interests.
Optus said it will post fresh native content on a daily basis for the next three months, responding to popular trends that highlight its pre-paid daily value proposition. The telco expects to reach up to 1 million millennials every day.
“We are always looking for firsts, innovation, new ways of engaging and this execution is a great example of this in action,” said Optus associate director of social media and content, Nigel Lopez-McBean.
According to Facebook head of telco, technology and entertainment, Brent Annells, this is the first time a brand has worked to leverage what’s trending on Facebook for a campaign of this size and scale.
“We’re providing the Starcom creative team with the top trending topics every morning at 7am and by 9am they are supplying concepts to Optus, who are then going through approvals by midday for posts to go live by 2pm every day for 90 days,” he explained.
“We’ve never seen this scale of activity for a campaign of this size and duration.”
Starcom client service director for Optus, Toby Barbour, said the trending technology enabled the telco to bring its daily value proposition to life.
“This is the kind of innovative collaboration that delivers personalisation and powerful human experiences for our client,” he said.
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