By pushing the regulatory body known as Ofcom to remove the monopoly that a single company has on the broadband infrastructure.
Blue State helped with a data-driven digital campaign to gather support for the cause, which led to Ofcom submitting a notification to require the legal separation of the entities controlling the broadband infrastructure — paving the way for better service for all.
Testing to the nth degree
After researching every audience, we prioritised eight groups most likely to support our cause, including gamers and people living in rural communities. We then tested two creative identities: “Better Connected Britain,” representing optimism; and “Fix Britain’s Internet,” conveying urgency. Fix Britain’s Internet performed better by 30%, an empirical result which helped secure consensus across the client coalition.
Next up: testing copy, imagery, audience segments, and time of day. The two main test learnings were that geographical content and gamer-specific content were the most cost effective. Learning this allowed us to create bespoke content for the gaming audience of young males (18-24), featuring a popular influencer to offer authenticity and increase reach.
Making the case with data
It’s one thing to tell Ofcom that the campaign is building support — it’s another to show it with real numbers. Along the way, we kept a performance dashboard showing real-time success of the campaign and enabling us to forecast future results and identify needed optimisations. Data isn’t just about numbers, as we showed responses from the community, such as “If our Internet stops working less than five times a day we consider ourselves lucky,” and “I have had better Internet connections in remote jungles in Cambodia than in Cornwall or Wales.”
Strength in numbers
Supporters were able to send a message to their MP at the same time as sending an email letter to Ofcom. This allowed the campaign to show members of parliament that constituents wanted better Internet, and gave us regional breakdowns of people taking action — with Scotland in particular showing a high response.