Competition for attention is high; especially among telco brands. In the UK postpaid churn currently ranges from 5-32% per year. So how can telcos stand out from the crowd and be remembered for all the right reasons?
Campaign and Performance Marketing World joined giffgaff’s Georgina Bramall during her morning routine to find out how she strives to make a positive difference, both professionally and personally.
Maintaining and growing the giffgaff community is a mainstay of the brand, and Bramall says TikTok’s ability to bring people together around shared interests really chimes with this objective. “When I think about the origins of giffgaff, we were very much a community-led brand. We had a community before we even had a product. TikTok for us is quite a similar opportunity. There’s a real synergy between the community that we’ve grown within giffgaff and taking that out to a slightly broader group of people through TikTok,” she says.
TikTok also helps giffgaff illustrate its sustainability mission (the company is a BCorp), through unboxing videos of refurbished devices or footage shot by creators on refurbished phones, for example. “It’s a great way to show up really authentically around our sustainability credentials,” says Bramall.
Catch more Bramall insights in this film. Spoiler alert: her job mainly involves talking – often on the phone.
This is the fourth in a six-part “Redefining Impact” video series with TikTok. Keep your eyes peeled for our next film – coming soon.