‘Grow up the brand’: How Three shifted media spend to engage the ‘whole country’
Three has moved from a “social-centric approach”, where two-thirds of its media budget was allocated to channels like social media, to public channels like cinema, aiming to reach a broader audience.
Three claims its shift from targeting youth audiences to engaging the entire nation has delivered a return on investment (ROI) greater than its media spend.
Speaking at the Digital Cinema Media (DCM) upfronts today (March 27), Chris Gough, Three’s head of marketing and communications, said that since broadening its brand strategy four years ago, the brand has effectively “not paid anything for media” due to the additional ROI.
In 2021, Three moved away from a “social-centric approach”, where two-thirds of its media budget was allocated to “private” channels like social media, and redirected part of that spend toward public channels, such as cinema, aiming to reach a broader audience.
