Being the largest telco company in Denmark, YouSee is often faced with viral customer complaints and negative publicity. We needded to turn brand critics into brand ambassadors. We needed to show our customers how much they mean to us, by connecting with them on a more personal level.
To do so, we turned to data. First, we found the most listened to artist on YouSee’s music streamingservice, Lukas Graham, and got him to play at the yearly customer concert, YouSee Musik Live. We then sent direct emails to our most loyal customers, enabling them to participate in the competition to win tickets to the concert before everyone else. When entering the competition, they also gave us permission to look into their streamingdata on YouSee Musik. We used this data to find the top Lukas Graham listeners, who we then invited to “an interview”. In the middle of the interview we got Lukas to come out and surprise them. We made an online film out of it and spread it via our own and Lukas’ SoMe channels. We also used the data to make personalized invitations for some of the top Lukas Graham listeners - and posted it on their Facebook page. Inside YouSee Musik, we even hid an Mp3 from Lukas inviting our customers to the concert.
The data driven approach payed off. The surprise-film quickly spread across news sites and social media – making it YouSee’s best performing commercial video to date. The campaign made positive comments come YouSee’s way in unheard-of numbers and turned brand critics into brand ambassadors. In the end, we turned big data into big feelings and got our customers to reconnect with our brand on an emotional level.