Case Study
MTN Congo(Brazzaville)Core Products & Bundles Marketing
From manual campaign setup to scalable bundle optimization.
Results & impact.
40.5%
Conversion rate
500+
Variations tested
Reduced
Cost per acquisition
Automated
Campaign setup
Unified
Campaign tracking
Client context.
MTN Congo promotes core products, bundles and value-added services through SMS, social media and paid media, with a focus on bundle uptake and VAS upsell.
The challenge.
Manual campaign setup, costly experimentation and slow feedback loops limited testing to a few variations. This made it harder to identify winning combinations and allocate spend effectively.
GLG on MTN
Multi-channel experimentation
Tested campaign variations across SMS, social media and paid media.
Combination testing
Evaluated offer framings, visuals and calls to action.
Automated optimization
Prioritized the best-performing combinations.
Centralized insights
Unified campaign performance in one dashboard.
What drove the results.
Broader experimentation helped MTN evaluate more messaging and visual combinations. Faster learning cycles shortened the path from testing to action, while data-driven optimization guided the team toward better-performing combinations and more efficient acquisition.
Key takeaway.
Improve performance through extensive testing.
GLG helps identify winning messaging and visual combinations faster.
“In more details, by utilizing C/ language engine, the communication with our customers was optimized at such level that resulted to unexpected increase of recruitment and customer engagement elevation”
Philippe Wagha
Chief Consumer Officer, MTN Congo
Build stronger campaign performance.
Explore how GLG can help your team test, learn and optimize.