T-Mobile launched a new online brand campaign targeting small business owners and freelancers. At the heart was the idea to show how T-Mobile services hels small businesses to grow.

To ensure the campaign resonated with this audience and aligned with the T-Mobile brand, they wanted to understand:

• What message does the campaign convey to entrepreneurs?
• Does the campaign align with T-Mobile’s brand perception among small business owners?
• What elements of the campaign appeal to this audience, and what might be missing?

T-Mobile used the insights to refine and develop a follow-up campaign even more aligned with this unique B2B  audience’s expectations.

A sampling of  insights:

• Entrepreneurs were drawn to the ambitious narratives in the campaign, often identifying with the stories from other business owners.
• However, some aspects raised questions about T-Mobile’s services and how they cater to small businesses – how does T-Mobile really make a difference to a small business owner?
• These B2B participants wanted even more practical services. How can connectivity improve my revenues?