EE Case Study

EE wanted to diversify their frontline hiring to better represent both their customer base and local communities. They diverted some of their job board spend to other targeted channels to better engage with different demographics.

EE wanted a persona-led, targeted media solution, engaging with what they considered as “Stayer Performer DNA” across the country in their contact centre locations, recruiting key roles from Sales Advisors to Customer Service Teams.

A Power BI dashboard was developed to aggregate and visualize data relevant to these segments, drawing from TGI & ONS data.

Interactive elements were incorporated to explore trends and patterns within each audience segment, allowing for deep dives by country & county, identifying EE’s key audiences down to postcode level.

Understanding who the audience was & where they were located, we were able to map essential media consumption, building real understanding for audience profiling & media planning.

We created a multi-channel campaign, curated for each audience and each location – ensuring that every piece of media & content was specifically targeted so that we could activate audiences and deliver an effective cross media campaign.

• 370 applications started
• 236 applications completed, resulting in a significant decrease in cost per application
• 206 qualified – 87% conversion rate from application to qualification
• 162 interviewed – 69% conversion rate from application to interview from qualification