Connecting millions with Orange Egypt’s lowest CPCV and CPM in telecom powered by Criteo

Orange Egypt, a telecommunications giant with over 20 years in the market, has a strong local brand presence and offers the fastest network in Egypt. The company’s mission is to become the number one telecom brand in Egypt.

“We chose Criteo as our partner to achieve scalable reach across the open web, and the results speak for themselves. Criteo helped us increase our top-of-mind status and feature in all the trending news and websites. Their campaigns have not only acquired new traffic but also driven a significant reduction in cost per view. We’d recommend Criteo to anyone looking to dominate the market and boost brand presence.” Zeyad Gouda, Digital Media Supervisor, Orange Egypt.

“Our experience partnering with Criteo and Orange has been nothing short of exceptional. Criteo’s cutting-edge technology seamlessly integrated with Orange’s global reach has significantly enhanced our digital advertising strategies. The results speak for themselves precise targeting, comprehensive analytics, and unparalleled support. Choosing Criteo and Orange is a strategic move for any business looking for a powerful, reliable, and innovative partnership.” Ayman Mobarez, Client Partner Manager, Aleph Holding.

The challenge

Orange Egypt, a longstanding leader in the telecommunications landscape, faced the task of maintaining its local brand essence amid a rapidly evolving market. With over two decades of presence, the company aimed to secure its position as the ultimate telco brand, capturing the hearts and trust of the masses. In the face of market competition, the challenge was clear: to stay top of mind and be the go-to telecom provider in Egypt.

The solution

Orange Egypt, committed to providing a unique experience through an enriched content library, partnering with Criteo, Aleph Holding, the reseller, and UM7 agency to implement a multifaceted marketing strategy. The goal was strategic acquisition while promoting collaboration with the Jawwy TV App. This partnership offered all new and existing Orange subscribers free trial to access 25,000+ videos.

Additionally, Orange Egypt expanded its reach by promoting home internet services through DSL offers, further enriching the daily experiences of its customers and reinforcing their broader content strategy.

Orange Egypt, in collaboration with their agency and reseller partner, ran Criteo acquisition campaigns that allowed them to:

• Engage Diverse Audiences: Using broad targeting strategies, Criteo ensured Orange Egypt’s message reached a wide audience.
• Cross-Channel Advertising: Criteo enabled Orange Egypt to advertise across the open web, where 66% of consumer time is spent, accessing a vast inventory of local websites. Video campaigns played a central role, allowing Orange Egypt to convey its message through captivating visual content.
• Continuous Technological Advancements: Orange Egypt with the support from Criteo and its partners, received ongoing support to stay ahead of the latest advertising technology, optimizing campaigns for various devices and leveraging data-driven insights.

The results

Orange Egypt achieved a remarkable 20% lower cost per mille and 20% lower cost per completed view compared to other social and paid media platforms, making their customer acquisition efforts highly cost-effective. This strategic approach led to the brand connecting to millions of existing and future subscribers, securing a prominent place in trending news and websites. Building upon this success, Orange Egypt’s future strategy involves funnelling audiences into performance campaigns, emphasizing a continued focus on strategic acquisition and brand enhancement, all seamlessly integrated with their overarching content strategy.