FRIENDVERTISING

Background

Skinny is a low-cost telco from New Zealand. They have only 20% of the ad spend of their nearest competitor, but double the Net Promoter Score, the willingness of customers to recommend Skinny to others, registered at a whopping +55. The task was to grow the brand by driving acquisition and raising Skinny’s brand consideration metrics from 37% to 40%, and credibility from 34% - 38%.