A vibrant logo, an unusual mascot, and a clear ambition: start from scratch and build a whole new customer base. This was the challenge set for us by Sweez, a new player in the mobile subscription marke. Initially, the strategy naturally focused on brand awareness, before gradually steering the conversion funnel towards Internet + TV subscriptions.

The result of these campaigns? 

In just a few weeks, a brand that didn’t even exist a few months earlier generated several thousand impressions and clicks, as well as selling around fifty mobile subscriptions. In a particularly competitive market, that of low-cost mobile plans, Sweez managed to stand out and exceed its initial targets.

How did we proceed? 

During the launch phase, Sweez made the strategic decision to rely on a popular deals platform, Realdeals, in order to quickly generate awareness and attract initial qualified traffic to its site.

During this first stage, we focused our media efforts on Google, rolling out a Performance Max campaign and two Search campaigns: a brand campaign to kickstart Sweez’s SEO and establish its presence, and an offer-focused campaign designed to attract internet users actively searching for mobile subscriptions. In a second phase, following the partnership with Realdeals, we pulled out all the stops with an expanded strategy featuring a more comprehensive media mix: Google Display, Performance Max, Search (brand and offers), and Meta (Facebook and Instagram). The goal was to strengthen direct brand awareness and encourage users to search for Sweez.

What should a new brand launching in highly competitive markets keep in mind?

Sweez strategically departs from minimalist and refined design standards by adopting a highly distinctive visual identity: purple fur, a fluorescent yellow logo, and a playful brand mascot. This approach promotes brand memorability, message recognition, and word of mouth. Whether you like it or not, the brand does not leave you indifferent, and above all, it sticks in your mind.  Secondly, relying on a platform with a large audience from the outset is a relevant accelerator, provided that you anticipate the long-term capture of customers in your own conversion funnel. This is precisely what has been implemented through a strategy combining Google and Meta, enabling the initial awareness to be transformed into direct and lasting acquisitions.