We’re Albion Cell, a performance marketing agency for social media

King.com is the second-largest social games provider in the world. They challenged Albion Cell to convert more of their free Facebook players to paying, skilled wager players. We used our Cell rapid strategy development process to audit their current data, identify strategic hypotheses, and develop 60 test messages across 2000 cells, trans-created for their top 5 markets. Our fine-tuned messages outperformed the existing creative by a factor of 3.

Funding Circle is a start-up platform that bridges the gap between small businesses looking for a loan and investors seeking a good return. The uniting hook for these audiences is the desire to find an alternative to the banks. Through Cell rapid strategy development, we established how Funding Circle should present their proposition to these diverse audiences. The result was a proven brand proposition – “No thanks banks” – and a communications model built on data points that can scale this proposition to their audience segments with the highest ROI.

giffgaff are the hugely successful, Telefonica-owned mobile network where the community runs customer services and SIM marketing. They have a strong Facebook community, including a proportion of fans who aren’t yet customers. Through our Cell prospect loyalty programme, we identified the barriers to joining giffgaff and guided prospects through the customer journey with a 1-to-1, automated contact strategy. All within Facebook. The giffgaff Crystal Ball is successfully turning prospects into customers at an incredibly low CPA.

Ubuntu is an open source operating system which has successfully built a 20m-strong global following. But scaling beyond their core community has proved a challenge. We deployed our Cell rapid strategy development process to identify the next generation of Ubuntu users and the behaviours that would indicate that they are ready for a new operating system now. A social media test in the US identified three need-states that we were able to successfully scale across the Google behavioural /contextual network. Through this approach we were able to deliver a cost per download a quarter of the original target.

viagogo is Europe’s biggest secondary ticket marketplace, but they were faced with challenges associated with the category. There was a need to educate consumers to increase their confidence in the platform, so they understood how they’d be able to get access to the tickets they wanted.
We used our Cell rapid strategy development process to audit the best propositions for acquiring new users across a range of ticketing categories. Emotional and rational triggers were tested on Facebook and scaled to Twitter, online display, site visitor retargeting and radio.
The best performing territories delivered response rates +40% over the norm.