The social media team at Vodafone understood the power of social data and knew that it was vital to understand what customers wanted from the brand and how consumers felt as the pandemic unfolded. With their data partner Brandwatch, they turned to Twitter insights. Twitter’s real-time, unsolicited conversations uncovered what people needed and expected from companies at that time. The Vodafone team was able to use Twitter insights to help tailor their offerings and marketing strategy to address what people needed.
Twitter insights revealed that topics like finances and job security dominated the public conversation. Mental health, education, healthcare and remote working enabled by fixed and mobile connections were topics that stood out.
Vodafone was able to fully understand the UK’s rapidly increasing demand and appreciation for technology as the Covid-19 crisis unfolded. They responded by shifting all of the brand’s efforts into one primary purpose for 2020: to keep the UK connected during these times of adversity and uncertainty. The #KeepConnecting brand platform was launched to establish the critical role Vodafone was to play in maintaining the UK’s connectivity in its hour of need.
This was achieved through a number of meaningful brand initiatives. They offered free data to support front line NHS workers as well as care workers. Vodafone was able to help over 350,000 students in need of connectivity to get online through their schools’ connected campaign. Additionally, they partnered with charities to offer free laptops and devices and launched a Voxi for Now offer for job-seeking customers in which they offered 9k discounted contracts.