Approach

Working with a UK-based broadband provider with a strong London footprint, the challenge was to drive demand in newly enabled areas using a hyper-local approach. Activity was UK-only, but highly location-sensitive, requiring precise post-code (zip-code) level targeting that aligned with the brand’s rollout schedule.

Hyperoptic had well-established core audiences such as Gamers and Students, but growth relied on broadening reach and uncovering new high-value segments as each area came online. We achieved this by using creative differentiation as the primary lever for audience expansion, ensuring all campaign data points were connected so the platforms could maximise performance through AI-driven delivery.

I led one of the agency’s first teams to launch Advantage+ Shopping for this client, a major performance unlock that delivered strong conversion efficiency and emphasized the importance of tailored creative and message variation across the full funnel.