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The fiber optic company faced a significant challenge in attracting new customers through digital channels. Although the number of potential users was growing, the conversion rate of website visitors into customers was low, and interaction with the website was not delivering the expected results in terms of pre-orders and expressions of interest. Additionally, there were difficulties in maximizing the effectiveness of acquisition campaigns across various digital channels, which impacted the growth of the customer base and brand recognition.

An integrated digital marketing campaign was designed and executed, focused on improving the performance of the web channel. Actions were implemented to increase qualified web traffic and optimize the conversion of visits into expressions of interest, pre-orders, and registrations. Through the use of performance data and monthly analyses, optimization opportunities were identified, improving the conversion rate with branding and acquisition campaigns targeted at a specific and well-segmented audience.
Thanks to this strategy, the company achieved a significant increase in the number of web channel users and its conversion rate. Between January and September 2022, a progressive growth in the number of web users was observed, reaching over 350,000 monthly users, and the rate of expressions of interest and pre-orders improved significantly. The increase in registrations and conversions directly contributed to the growth of the customer base and the company’s revenue.

As the manager of the digital marketing campaign, I led the acquisition and branding strategy through digital channels. I oversaw the continuous optimization of campaigns based on performance data and worked closely with technical teams to ensure optimal execution. Additionally, I coordinated the analysis of results and the implementation of improvements to ensure the campaign achieved its goals in terms of customer acquisition and brand recognition.

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