A National Telecom Services Provider
Their Story
This national telecom provider delivers reliable high-speed internet, digital cable, TV, and home phone services to markets across the country. Their award-winning internet service continues to evolve, connecting consumers to a world of possibilities.
The Challenge
Reaching high-intent audiences within serviceable areas is a core priority for the brand. While their cross-channel paid media strategy included social, display, and search, their existing social presence had already achieved strong economies of scale.
To continue growing, the company needed a data-driven testing and expansion strategy to reach new, qualified audiences and generate incremental demand beyond their current platforms.
The Insights
Research revealed minimal audience overlap between Snapchat and the client’s existing social platforms, highlighting a significant opportunity to reach new users.
Additionally, Snapchat’s audience—particularly tech enthusiasts, gamers, and mobile-first users—closely aligned with the client’s target demographic, including young, first-time internet buyers. With 30% of Snapchat’s monthly users in the 18–24 age range, the platform presented a strong opportunity to engage a highly relevant and previously underutilized audience.
Performance insights also reinforced the need for platform-specific creative, with messaging tailored to both the audience and stage of the funnel.
The Strategy
Drawing from key insights, Rise recommended expanding into Snapchat’s immersive social platform.
Despite initial hesitation around Snapchat’s effectiveness for promoting internet services, the strategy focused on continuous audience segmentation and behavioral analysis to identify and engage new, high-intent users.
The approach included:
- Evaluating platform overlap across existing channels (Facebook, Instagram, YouTube)
- Identifying untapped audiences unique to Snapchat
- Developing a phased testing plan across multiple markets
The Solution
Rise activated a targeted expansion strategy on Snapchat, focused on both audience and creative optimization:
- Audience Strategy: Defined core segments aligned with Snapchat’s user base and deployed campaigns across 10+ markets
- Creative Approach: Adapted existing assets to fit Snapchat’s immersive formats while introducing new video and story-based content
- Funnel-Based Messaging: Tested awareness-driven creative followed by price-focused messaging to drive conversions
- Campaign Execution: Launched a mix of single image, video, and story ads, leveraging both historical performance data and Snapchat-specific insights
Ongoing testing and performance analysis allowed for continuous refinement and integration with broader cross-channel efforts.
The Results
The expansion into Snapchat successfully diversified the brand’s audience-first strategy, reaching new high-intent users and driving incremental demand.
Snapchat now accounts for nearly a quarter of the client’s total social media budget, with continued growth as performance and engagement validate its role as a key channel.
