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Alfonso Aceves

In-house casting to lift conversion

BAIT

Acquisition for Walmart’s mobile carrier: in-house casting, new territories and heatmap analysis.

BAIT — In-house casting to lift conversioncard-marca-bait4:5 · imagen · LCP

The process

BAIT was one of the most aggressive campaigns I ran at the agency. It is Walmart’s mobile carrier, it runs on the Altán network and it competes on price: its customer is whoever wants cheap data volume, and they arrive by porting their number from another carrier.

The brand handed us the batch of official artwork, produced with the talent it had under contract. It was the official campaign and it did its brand job; the conversion side called for pieces built with a different goal.

The C and D segments taught me the same thing again: the codes of traditional advertising land differently with these audiences, and moving them to act means speaking in theirs.

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Other faces, other territories

We went looking for other faces, other ages and other situations. Young people responded most to the ads and ported their numbers most, so that is where production concentrated.

From there we opened the territories we wanted to test: gaming and rideshare drivers. These are profiles that live on data volume and choose on price, which is exactly where BAIT competes.

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Heatmaps and iteration

Every campaign carried visual heatmap analysis: where attention lands and what share of it goes to the headline, the body, the logo and the image. Each correction to the artwork then rested on a measured attention figure, and the criteria sharpened campaign after campaign.

Iterating was what paid off most. Each round left more data: where to move the next batch, what to repeat and what to drop. That cycle is what ended up delivering quality lead volume and meeting the campaign’s acquisition goals.

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Exploration

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