Key results
10x
more campaign headlines tested, with no additional budget
Seconds
to customer feedback, instead of weeks
1 winning headline
tested across all their customers
Beyond the survey
combined qualitative and quantitative methods in a single session
What they did
Tested three campaign headlines across their customers in a single live session
Found “Instant diagnostics” was the standout headline, while “Broadband you can count on” fell flat
Combined qualitative and quantitative tools to pinpoint a DIY customer segment to target in their campaign
The problem
A telecoms brand wanted to know which campaign headline to run for a new home-broadband product launch.
The original slogan “Broadband you can count on” tested fine with all three major customer segments but stood out with none.
The team suspected a sharper, narrower message would convert better, but needed evidence of which new message would perform best
They had a small window to pivot before campaign season began, and needed evidence faster than a traditional survey would allow
“Survey results delivered a minute too late are worthless. We need answers at decision-making speed”
Business Insights Lead
Global telecoms brand
The solution
01
Message testing use case
Message testing: measuring reactions to campaign headlines
The marketing team ran three different campaign headlines across their customers.
The campaign headlines:
“Broadband you can count on”
“Instant diagnostics”
“Easy home setup”
Findings:
Best performing: “Instant diagnostics”
Neutral performing: “Easy home setup”
Worst performing: “Broadband you can count on”
02
Audience discovery use case
Audience discovery: finding out why customers reacted
The team identified one particular customer segment where the headline really performed. They took them into a separate focus group to find out why.
The winning segment:
DIY self-fixer customers: value do-it-yourself setups, easy-to-follow instructions and online diagnostics support
Findings:
“Instant diagnostics” stood out to this segment because the original message, “Broadband you can count on”, didn’t appeal to their values
“Instant diagnostics” was a more appealing message: the DIY customer segment felt that it matched their willingness to diagnose and fix issues themselves
The impact
10x
more campaign headlines tested, with no additional survey spend
Seconds
to real customer feedback
1 winning campaign headline
tested across all their customers, with one leading segment
Beyond the survey
combined qualitative and quantitative survey approaches in a single session
What happened next
The global telecoms brand has expanded Electric Twin across several internal teams, using synthetic audiences to test commercial, product and financial use cases:
Image and video testing for new marketing campaigns
Initial concept testing to see what products will land
Pricing and retention questions to test how much customers are willing to pay
At a glance
Industry
Telecoms
Location
Global
Team
Marketing
Used for
Message testing, audience discovery
See what Electric Twin can do for you and your team