Category A04. Data Storytelling
Product/ServiceYOUSEE MUSIK
Entrant CP+B Copenhagen, DENMARK
Idea Creation CP+B Copenhagen, DENMARK
Production NOBODY Copenhagen, DENMARK
Name Company Position
Kristoffer Gandsager CP+B Copenhagen Creative Director
Sofia Brockenhuus-Schack CP+B Copenhagen Project Manager
Mathias Birkvad CP+B Copenhagen Managing Director
Cathrine Understrup CP+B Copenhagen Art Director
Mark Rif Torbensen CP+B Copenhagen Senior Art Director

The Campaign

With a mission to decrease churn rates, we knew we had to show YouSee’s customers that the telco brand would go the extra mile for them. To do so, we turned to data. More precisely, streamingdata from YouSee’s music streaming service, YouSee Musik. First, we found the most listened to artist on YouSee Musik, Lukas Graham, and got him to play at the yearly customer concert. We then sent direct emails to our most loyal customers, enabling them to participate in the competition to win tickets to the concert before everyone else. When entering the competition, they also gave us permission to look into their streamingdata on YouSee Musik. We used this data to find the top Lukas Graham listeners, who we then invited to “an interview”. In the middle of the interview we got Lukas to come out and surprise them with tickets to the concert. We made an online film out of it and spread it via our own and Lukas’ SoMe channels. We also used the data to make personalized invitations for some of the top Lukas Graham listeners - and posted it on their Facebook page.

The data-driven approached worked. The number of customers participating in the competition to win tickets to the concert trebled compared to the brand’s previous customer concerts. As a result of the campaign, customer churn rate decreased by 0,27%. The number of brand critics decreased by 54% amongst those exposed to the campaign and by 71% amongst those who participated in the concert. The surprise film alone generating an overwhelming amount of positive customer comments, which is truly unique for the telco industry. Within the first 24 hours, the film had been seen by 1.5 million on Facebook alone with an impressive organic reach of 80%. The total campaign performance on Facebook was, with a reach of + 6.3 million and a VTR of 51%, way above average compared to industry benchmark.

By developing a campaign rooted in our customers data from our music streaming service, YouSee Musik, we were able to provide them with tailor-made experiences and content. As a result, we managed to connect with them on a more personal level and in turn decrease the churn rates.

The content driven campaign was truly made possible by big data. We used YouSee’s data on three occasions: 1) to find the most streamed artist on YouSee Musik, 2) to find the most valuable customers (those with 3 products or more) so we could sent out invitations to them, and lastly 3) to find the top Lukas Graham listeners amongst the customers. The campaign targeted YouSee’s existing customers, representing the Danish population at large. The CTA of the campaign was to participate in the competition to win tickets to YouSee’s customer concert.