Play and its innovative targeting on Facebook
The “Duet Formula” (Formuła Duet) deal is the first such a case of a CEE-based telecommunications company launching a Facebook support campaign based on behavioural targeting. The campaign is managed by the Isobar agency owned by Dentsu Aegis Network Polska.
Social media activities are part of the campaign to support the operator’s latest package of services. The solution is targeted at groups of two persons, and is promoted by a new brand Play face, Pascal Brodnicki. Isobar Polska is responsible for the communication strategy and social media presence. The supporting campaign for “Duet Formula” is the first Facebook activity by a CEE-based telecommunications company that is constructed on behavioural targeting. Under the campaign, a number of animated creations have been prepared, each designed to address a different part of the audience, with individual groups selected depending on their members’ behaviour patterns. The segmentation tool has been developed by Creative Shop. Isobar Polska and Play have collaborated since 2013. The agency has handled the social media activities of Play as well as the deployment of selected digital and special projects.