The opportunity
Vodacom was evolving from a mobile network provider to a tech leader in connectivity, IoT and customer experience. But many customers still saw the brand as just a cellphone company. Meanwhile, their call centre faced high volumes of queries, many of which could be resolved through self-service – if customers could easily find the right information.
The solution
We empowered Vodacom’s mid- to high-LSM customers with the Vodacom now! blog. With over 1 500 pieces of content – from how-to guides and product explainers to trend stories – the blog uses a powerful custom AI engine to deliver personalised, highly relevant content.
We collaborated closely with Vodacom’s SEO team to ensure maximum discoverability and with their social media agency to reach the right audiences.
The results
Between April and October 2019, the blog attracted nearly half a million users and generated over 2.3 million page views – a year-on-year growth of more than 10 per cent.
Most importantly, the how-to content saved Vodacom nearly R1.7 million in just seven months, based on Vodacom’s own ROI impact calculations.
Today, that impact continues. The platform still saves Vodacom around R250 000 every month by significantly reducing customer care calls – clear proof that strategic content marketing pays off long after publishing.
