T-Mobile iPhone 14 Launch

T-Mobile goes beyond for iPhone 14 launch

ZETA DESIGNS FOR CAMPAIGN SUCCESS

THE TARGET

T-Mobile customers—particularly iPhone owners—interested in upgrading their device to the new iPhone 14.

THE CHALLENGE

How do you separate yourself from the masses of communications that come with a new iPhone? How can this be achieved for a highly segmented content strategy across pre-order and launch? What is the most effective way to position the segmented device, plan, and Apple TV+ offers without failing previous launch benchmarks of 25% Open Rate (OR) and 11% Click to Open Rate (CTOR)?

THE ANSWER

Content optimization and design ingenuity. A performance dashboard outlining historically successful subject lines, CTAs, and content for high-level insight. Real-time content testing. A minimalistic template that looked the same and sensational and highlighted the segmented offers.

THE WORK

Our work began with compiling data from previous iPhone launches. We then brainstormed a clean, impactful template which showcased the devices and the unique offers. In consideration of our campaign challenges, we 1) wrote data-driven copy to separate our messaging from others, 2) put the iPhone 14 offer strategically high with the plan and Apple TV+ deals as the “cherry on top,” and 3) utilized real-time Movable Ink testing to drive engagement and optimize content from pre-order to launch.

THE RESULTS

25% OR and 11% CTOR? No problem. Sent to over 2.8 million people across all segments, our creative achieved a massive average OR and CTOR of 61.2% and 13.5%, respectively. Our strategic and eye-popping template with the offer up high enjoyed over 80% of clicks. Thanks to our performance dashboard, we masterminded year over year OR lift of 74.5% for pre-order and 42% for launch and a year over year CTOR lift of 57% for pre-order and 64% for launch. And while we cannot disclose sales figures, the stellar results suggest the campaign performed beyond anything T-Mobile could’ve dreamed.