The goal of this project was to support the launch of Sky Connect for UK SMEs by building a go to market system around a simpler and more transparent broadband and phone proposition in a market known for complexity and poor customer experience. Following the success of a similar launch by parent company Comcast in the US, our role was to identify and target small UK business decision makers, educate them on the value of Sky Connect, drive consistent engagement, and support both direct and indirect sales through a more structured demand generation model.
Using behavioural led data, we built the targeting layer around key intent signals, including negative social posting around competitors, first to market opportunities for new start ups, and broader in market indicators. Combined with ongoing audience engagement and a cross digital media mix, this created a programme built to engage small business owners across the full funnel. Strategic partnerships with platforms such as Facebook, which often acted as both a shop window and lightweight CRM tool for SMEs, helped us create an end to end user journey from video engagement through to lead capture inside the platform. This turned the launch into more than a media campaign. It became a more connected go to market system built around visibility, education, capture, and conversion.
Creativity played a central role in making the launch commercially effective, alongside the use of location based data to identify clusters of relevant small businesses. A major focus was building Sky Connect’s first party dataset so that the launch created not only short term engagement but also longer term audience intelligence for future growth. Taking a major brand into market during a global pandemic was already a challenge, especially when parts of the target audience had temporarily or permanently closed their businesses. We used that context to position Sky Connect as a brand that was there to support UK small businesses at a time when clarity, trust, and reliability mattered more than ever. The result was a launch that significantly outperformed expectations from both a demand generation and media efficiency perspective.
This delivered:
- A more structured go to market system for launching Sky Connect into the UK SME market
- Stronger intent targeting using behavioural led data and market signals
- A connected full funnel user journey from engagement to lead capture
- 700,000+ organic website visits driven by advert engagement
- 1,200+ leads generated via Facebook alone
- 360 million impressions across paid media activity
- 1 million+ high intent users driven to the Sky Connect website
- A launch that outperformed projected results in one of the most difficult market conditions in recent years
