Optus claims world-first with Facebook trending campaign launching pre-paid offer

Telco will be posting fresh posts on a daily basis for 90 days based on content trending on the social network

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.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so easy task to understand ROI qu...

Kiara Matthews

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in