campaigns, crm, marketing, social media, strategy

Its good but something is missing…
Already having a special mobile subscription for people between 18 and 25 years old called Telia Mobil Max 25, we looked at the behavior amongst the target group and realized their need to have quick access and a natural platform to connect with Telia.

In a world where one’s online life has an equally big part as one’s real life we found that Telia needed a specialized social media presence focused towards the target segment.

Rolling out
As one of the first companies in Sweden, Telia started a Facebook page exclusively for young people and students. The page worked as a hub for customers as well as a place where people could ask for advice about anything.

That little extra something
The next strategic step was to establish Telia Mobil Max 25 as “the subscription with that little extra something” by having various treats available only to its subscribers. This would create a feeling of exclusive benefits to the customers.

The treats included everything from concert tickets to competitions with great prizes and were communicated every month through the Facebook page. As the number of followers started to grow on the page, focus group analysis were made after which more detailed groups were identified. This allowed Telia to make very specific treat activites such as offering concert tickets to music lover, mousepads to gamers etc.

Now with over 30 000 followers and counting, the page Telia Max 25 is a natural place for the audience to integrate with Telia and ask questions, get the latest news, participating in polls and competitions. And for Telia to be a part of young people's every day life.