Miramar Agency | Hyperoptic Business Connection Campaign

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Hyperoptic Business Connection Campaign

2:25

mins avg. time on campaign page

5

inbound leads generated from Direct Mail

The challenge

Hyperoptic wanted to rebuild momentum in their business sales during 2020’s lockdown restrictions. Their aim was to make prospects aware Hyperoptic was ready to help businesses get back to ‘normal’ post-lockdown.

Another goal was to capture data from prospects. This included any bad experiences they’d had with their existing ISP during lockdown, and the end date of their current contract.

They also wanted to raise awareness of a key differentiator, their new monthly rolling product. Hyperoptic are the first Internet Service Provider (ISP) to offer a month-to-month product for the business market.

The client needed clear, concise, and on-brand messaging that could be used for all future business campaigns.

The solution

We created a messaging matrix for the Hyperoptic business sector. The messaging was tailored for the 2 primary user segments: customer wifi users and office-based users.

The campaign consisted of an email series and 2x direct mails. These assets directed traffic to a dedicated business broadband landing page.

We created easy-to-digest content to be hosted on the landing page, including a blog, an eBook, and an infographic. This would resonate with prospects and give more detail on why businesses should choose Hyperoptic.

Using this matrix, we ran an integrated campaign to position Hyperoptic as the ISP ready to help businesses when lockdown eased.

The messaging promoted the launch of the rolling product. It raised awareness of how Hyperoptic can help businesses through their key brand pillars: speed, reliability, value, service, and flexibility.

The result

The campaign was a success. It received positive feedback, especially the internal response to the messaging matrix.

The direct mails, sent to 4,730 businesses, resulted in 5 calls generated.

The landing page has seen over 200 page views, with a majority of the traffic generated from the emails.

We are working on a second phase of the campaign to drive further traffic to the landing page. This will in turn increase the page’s conversion rate.

"I've been really impressed with Miramar's work in building a strong campaign to support Hyperoptic Business Broadband through 2020. In particular they’ve done a great job in building messaging to support our core segments and raising awareness of our new monthly rolling product."

Josh Rowley - B2B Marketing Manager

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