Proven Market Result
Côte d’Ivoire
+84% female users in three months
After Orange Money launched its Offre Femme programme, its female user base grew by 84% in three months while average revenue from women rose by 20%.
Generate demand quickly. Bring the campaign work into one clear sprint.
When a product, service, campaign or market opportunity needs focused demand, the Customer Acquisition Sprint brings audience targeting, campaign messaging, a landing page, an affiliate or paid campaign, CRM capture and performance reporting into one coordinated piece of work.
A demand campaign has several moving parts. They need to support the same objective.
The audience shapes the message. The message needs a focused destination. Campaign activity needs a clear route into CRM capture, and the team needs reporting it can review. The Customer Acquisition Sprint keeps those components connected around the product, service, campaign or market opportunity in front of you.
Rapidly generating demand for a product, service, campaign or market opportunity.
What the Sprint Covers
The campaign components that move an opportunity into activity you can review.
Each component has a distinct job. Together, they give the campaign a defined audience, a clear message, a destination, a route to market, a capture point and a reporting view.
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Audience targeting
Clarify who the campaign needs to reach so the offer, message and campaign activity can be planned around a defined audience.
Direct acquisition spend towards the people, locations and behaviours most likely to produce a valuable customer.
Audience targeting includes
- Define priority audiences
- Build segment criteria
- Select target locations
- Set exclusion rules
Improvement benchmark
8%–27% lower cost per action
Advanced audience targeting has reduced cost per action by 8%–27%, depending on the company, offer and test.
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Campaign messaging
Shape what the audience needs to understand about the product, service or campaign, and keep that message clear across the work.
Make the value, price and next action immediately clear across every campaign touchpoint.
Campaign messaging includes
- Clarify the offer
- Write core messages
- Adapt channel copy
- Define campaign CTAs
Proven Market Result
Tanzania
94% campaign discovery through SMS
Promotional SMS introduced 94% of Tigo Kilimo users to the service. Customers who also received a personal explanation were much more likely to return.
Improvement benchmark
8% more conversions at a similar cost
Responsive search ads showing a clear business name and logo have generated 8% more conversions at a similar cost per acquisition.
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Landing page
Create a focused destination that explains the offer and gives campaign responses a route into CRM capture.
Match the campaign promise, load quickly and guide each visitor towards one clear, measurable action.
Landing page includes
- Plan page structure
- Write conversion copy
- Build responsive layouts
- Configure lead forms
Proven Market Result
Nigeria
84% less data through the first transaction
Konga’s progressive web app used 63% less data on first load and 84% less data through the first transaction.
Improvement benchmark
0.1 seconds faster · Up to 10.1% more conversions
A 0.1-second speed gain has been linked to 8.4% higher retail conversion and 10.1% higher travel conversion.
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Affiliate or paid campaign
Set up the selected affiliate or paid campaign route around the demand objective.
Align channel, partner incentives, audience, creative and conversion tracking around one commercial outcome.
Affiliate or paid campaign includes
- Select campaign channels
- Set audience targeting
- Prepare creative assets
- Configure conversion tracking
Proven Market Result
Sierra Leone
113% return on investment
Orange Sierra Leone’s agent-led campaign produced a reported 113% return on investment, while trained customers used 217% more data than untrained customers.
Improvement benchmark
8% higher return on ad spend · 10% stronger sales
Performance Max campaigns have delivered 8% higher return on ad spend and 10% stronger sales effectiveness than Search-only strategies.
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CRM capture
Connect campaign responses to the CRM so capture is part of the campaign workflow rather than a separate afterthought.
Turn each response into a permissioned customer record with its source, context and owner ready for follow-up.
CRM capture includes
- Define capture fields
- Tag lead sources
- Set consent controls
- Assign follow-up owners
Proven Market Result
Ghana
68% of registered users paid
Vodafone Ghana’s Farmers’ Club captured registrations from 14% of its identified target market. Of those registered users, 68% became paying customers.
Improvement benchmark
2× incremental revenue · 1.5× efficiency improvement
Companies connecting all first-party data sources reported twice the incremental revenue and 1.5 times the efficiency improvement of companies with limited integration.
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Performance reporting
Report on campaign activity and response so the team has information it can review.
Connect spend, response, conversion and retention so budget can move towards what is working while the campaign is live.
Performance reporting includes
- Define campaign metrics
- Build reporting views
- Review channel performance
- Recommend budget shifts
Proven Market Result
Tanzania
40% lower longer-term churn
Performance reporting four months after the promotion showed campaign participants using 3.4 times more data. Reported churn was 26% lower during months 2–12 and 40% lower during months 6–12.
Improvement benchmark
23% more conversions · 10% lower cost
Connected advertising and analytics data has been associated with 23% more conversions and 10% lower cost per conversion.
How the Work Connects
One demand objective, six connected campaign components.
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Set the campaign focus
Use audience targeting and campaign messaging to define who the work needs to reach and what that audience needs to understand.
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Build the campaign route
Bring the landing page together with the selected affiliate or paid campaign route.
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Capture and review
Connect CRM capture and performance reporting to the campaign activity so the response can be reviewed.
Start with the Opportunity
What are you trying to generate demand for?
The sprint can start with a new product or service, a campaign, a new market or an existing offer. If the starting point is not yet clear, the assessment gives you space to say so.
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A new product or service
The demand objective is tied to a new product or service.
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A campaign
The immediate priority is a defined campaign.
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A new market
The opportunity is connected to entering a new market.
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An existing offer
An existing offer needs focused demand activity.
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I’m not sure
The assessment can begin before the exact starting point is settled.
Who It is For
For leaders responsible for creating demand around a clear commercial opportunity.
The Customer Acquisition Sprint is intended for the people accountable for the product, campaign, growth target or sales opportunity, and for the campaign work required to support it.
If demand already exists and the main problem is qualification, follow-up or sales conversion, describe that in the assessment. A different Integrated Service Solution may be a better starting point.
Primary buyers
- CMO
- Growth Lead
- Sales Director
- Product Lead
Customer Acquisition Sprint
Tell us what you need to generate demand for.
Your assessment gives GWO SEVO the context to consider whether the Customer Acquisition Sprint is the right fit for the opportunity in front of your team.
Get Assessment